Innovation Aim-Assess-Activate-Apply model

4A Model for Innovation- Aim, Assess, Activate, Apply

#Innovation and the Creatrix Model 

The Creatrix Model for developing innovation follows a simple four-step methodology:  Aim, Assess, Activate, and Apply.  This model is the foundation for unleashing innovative capacity for change within individuals, teams, and organisations.

Aim:  If I say to you, “I want you/your team/your organisation to be more innovative,” what does that mean? 

The word innovation by itself has little value unless we can define the purpose and the context for the need to innovate.  The Aim step in the process aims to do that!

Assess:  Individual, team, and organisational assessment begins with the Creatrix Inventory.  This well researched, reliable and valid instrument measures an individual’s level of creativity and risk-taking, and ultimately innovative capacity.

Activate:  However, just knowing that innovative capacity is a function of creativity and risk taking is not enough.  The Seven Drivers of Creativity and Risk Taking influence our innovative abilities.  Activating these Drivers are what the applications process is all about.

Apply:  The apply process brings the concepts of creativity, risk taking, and innovative capacity to life.  Our unique ability to apply the Drivers in real-life situations that actually get results is the key component to accelerating innovative capacity for change in you, your team, your organistion.

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Management and Leadership development are important to you and of course to the team here at RapidBI. We hope you find this information valuable, if you do please tweet or Facebook like this page. ThanksCheck Out Mike Morrison's Book on Organizational Development - Theory and Practice, for tools and tips on developing organizations, managers and leaders on Amazon and KindleRead more management articles from the team
About Mike Morrison

Mike Morrison is a consultant and change agent specialising in developing skills in senior people to increase organizational performance.
Mike is also founder & director of RapidBI, an organizational effectiveness consultancy.


  1. Sadeque Hussain says:

    Its really an interesting and essential service. Please keep up and provide such important models.

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