Embracing Creativity in Product Development
Boston Product Management Association (BPMA)
Creativity is a term that is perhaps over-used, and often misunderstood. This presentation will provide a perspective on the concept of creativity as well as hands-on applications for its use within the product
development process. The material will be valuable both to those interested in theory and those serving as practitioners in the field of product development.
We will start by defining creativity and its relationship to product development. Key points in the
presentation will include:
- Is Creativity learned or innate?
- Should Creativity be required to have outcomes?
- How can we quantify Creative product development efforts?
We will also explore practical tools for actively using Creativity in everyday business and product development activities – these include reframing, storytelling, use of environment, and more.
Attendees will have an opportunity to practice select tools through both individual and interactive activities during the presentation.
Kristin McGillicuddy has 24 years of marketing experience with senior marketing positions in companies such as Kids II, Marketing Advocate, Dorel Juvenile Group, The First Years, Princess House, Aqua Leisure,
Goodbaby, Pet Food Experts, and KVH Industries. Much of her experience focuses on the areas of creativity, innovation, marketing strategy, product development, and product management. She has developed products carried by major retailers including Walmart, Target, Toys R Us, and Amazon.com. Her work includes collaboration with cross-functional teams in the US, Canada, Europe, and Asia. She has also led organizational innovation efforts to include research, concept development, brainstorming, and process development with the goal of coaching teams to embrace a culture of innovation in their product development initiatives. She is trained in Synectics problem-solving techniques. Industries and areas of experience include consumer goods, direct selling, pet food & supplies, specialty foods, outdoor recreation equipment, juvenile products, and maritime connectivity.
Kristin has also taught for 20 years as a senior adjunct professor at Stonehill College at both the undergraduate and graduate levels. Classes taught include New Products Management, Marketing
Strategy, and Creativity.