BUSM 4551: Creativity Innovation and Design When it comes to the practices of creativity and innovation within organisations, some managers are of the opinion that one should throw away the textbook. They say that outside the classroom, in the real-world context, there is no place for theory or ‘textbook concepts’. That the best results are gained from common sense and through experimentation and learning from mistakes. Common sense, experimentation and learning from mistakes are indeed important resources. In this course, however, we contend that innovators benefit strongly from the so-called textbook and classroom learning that involves the application of concepts, models, theories, processes, and tools. They understand that the integration of theory and practice results in better innovation outcomes. argumentative essay