Contemporary society is characterised by rapid and complex change processes that encompass all spheres of life. Creativity has been identified both as a key factor for adequately addressing the challenges caused by these changes as well as a major driving force towards knowledge creation and social and economic advancement through the development of a knowledge society.

Creativity has received a high degree of attention from scholars, professionals and policy makers alike in recent years. A growing number of publications and conferences have explored the subject from various angles, and some governments have explicitly singled out this topic as a policy priority. Despite the significant overall interest in creativity, so far relatively little attention has been paid in Europe to how creativity and innovation can be enhanced within and by academe.

This is particularly unexpected given the key role of higher education for the development of a knowledge society and for achieving the Lisbon objectives of the European Union (2000). Progress towards a knowledge-based society and economy will require that European higher education and its partners in society and government give creativity their full attention. The complex questions of the future will not be solved “by the book”, but by creative, forward-looking individuals and groups who are not afraid to question established ideas and are able to cope with the insecurity and uncertainty this entails. As centres of knowledge creation, European universities have to provide a milieu that favours the creativity of the human potential, which in turn needs to receive appropriate support from governments and other stakeholders.

3.1 Recommendations to Academic Teachers

If Europe should not succeed in this undertaking, the very goal of a European knowledge society would be at stake. Purely mechanistic approaches geared towards reaching predefined targets would certainly not allow European higher education institutions to contribute towards this ambitious objective.

As a result of the in-depth interviews, the following recommendations were made: 

  • Techniques should be incorporated within university courses so that students can grow their creative and problem solving techniques. Also in order to prepare them for the working life where these techniques are used;
  • The professor should be supported by experts in the techniques, such as designers and creatives;
  • It is important to create a positive environment in which students collaborate with each other. They should not influence others or make fun of those who propose absurd and strange ideas, because sometimes these are successful.
  • Teachers should understand their students, their needs and the structure and content of the class. 
  • Teachers should plan in detail how they want to implement the techniques, and also any possible situations that may happen. 
  • Techniques used to solve specific needs and problems are tailored to the specific situation, and to the team solving the problem with a particular technique.
  • Regardless of the technique used, group participants must have a good understanding of the problem to be solved.
  •  It is necessary to create an atmosphere that allows for a creative approach to the problem and motivation to take a new look at the possibilities of solving it.
  • Εmployees’ creativity and pioneering skills should be developed systematically and continuously.

3.2 Recommendations to students

Today’s job market is very competitive, and it is increasingly important that students have the right skills and methods to facilitate their entry and return to working life skills. The expectations of employers and the needs of universities should be balanced so that the graduates of these universities have not only knowledge and professional skills but also acquire soft skills that allow them to be creative in their future professional lives.

This is a critical aspect of preparing a modern employee because it makes them more flexible and adaptable to the changing expectations of employers. The development of individual creativity by students is essential because it increases motivation and self-development.

An employee’s creativity is increasingly appreciated and necessary because it is one of the most important elements affecting a company’s competitiveness and determining its development. The creative employee is also more open to change and diversity. The increased focus on creativity is also a response to the policies of the European Union in the field of education, labour market, and increasing employment of young people.

Recommendations from innCREA interviews that can guide students include the following:

  • The techniques used to solve specific needs and problems should be tailored to the specific situation, and the team solving the problem with a particular technique.
  • Regardless of the technique used, group participants must have a good understanding of the problem to be solved.
  • It is necessary to create an atmosphere that allows for a creative approach to the problem and motivates participants to take a new look at the possibilities of solving it.
  • Incorporating game elements in the team-building process can be of great benefit to the inclusion of creativity and innovation. 
  • Provoking reverse thinking can be a great asset in the problem-solving process.
  • Engaging visual aids to support day-to-day work can help all team members easily identify concepts and ideas.
  • Ιncluding different team members’ points of view in the decision-making processes is fundamental for the development of organisations. 
  • Taking team members’ opinions into consideration is important for creating a sense of belonging to the organisation and responsibility for its future development.
  • Using creativity techniques is crucial for their role in designing new products
  • Introducing creativity techniques in everyday work is important for every company because, besides all of the other benefits, it creates a sense of belonging and a good mood which leads to better performance.
  • Creativity techniques should be part of every company’s everyday work.