2. Approaches to innovation
We break with the model posited by Simon (1969) and elaborated by
Abernathy (1978) of innovation as problem-solving. In fact, most important in
the innovation process is the problem creation moment. That is, the positing of
the correct problem, which allows the solution to be discovered (information to
be created). The key to the creation process is information. Information can be
divided into two categories: syntactic and semantic (Machlup and Mansfield,
1983; Nonaka, 1987). Syntactic information can be reduced to a digital form
which has no inherent meaning. This is exemplified by the discrete type of
information used in computers and which can be manipulated through logical
operation. The process of interpreting the results gives this type of information
value and meaning3. Semantic information is qualitative; what is important here
is the meaning or content of the information4. Semantic information is more
holistic and capable of evolving and transforming. It is not created in the
traditional deductive model hypothesized as the way Western science operates,
but rather through insights which allow the creation of new models5. The tools
in this creation process are often metaphors and analogies (i.e., devices to help
in rethinking or even discarding old ways of thinking).