A space for action : Ambiguity as abasis for creativity and innovation

This paper challenges the view that ambiguity is undesirable. Doing so enables us to break free from a long tradition of approaching ambiguity as a hindrance to be avoided or reduced. In this paper, an alternative view is presented that shows that the very essence of creativity and innovation in design and new product development (NPD) work revolves around ambiguity. A practice perspective is adopted to empirically and qualitatively study the ongoing design and NPD work in observations and interviews. In contrast to the design and NPD literature’s emphasis on reducing ambiguity as a fundamental prerequisite for finalizing projects, the present article demonstrates that the emergence of ambiguity is a prerequisite for undertaking design and NPD work: ambiguity creates room for maneuver in-between the multiple or vague interpretations. The contribution thus shows how ambiguity continuously opens up a space for action wherein new interpretations may emerge with regards to the design outcome, its intended market and the process for its creation.
QC 20231120