This article aims to propose a new creativity technique to generate ideas for new products. The research method is characterized as action research due to the participation of researchers within the problem situation. The proposed technique, which was named CREATION -Clarify and explicit the context of the development, Relate about creativity and innovation, Explain the generation of words and elements, Apply and communicate the first word, Think fast the next words, Interpret and choose the words, Organize the words to construct ideas, Now expose the ideas -was conceived through interventions in organizations that manufacture handicraft products. For the application of the technique a dynamic that takes into account three phases is required to be used: Planning, Implementation and Analysis. During the application of the technique about 30 ideas have been generated, all considered new, in six sessions of the pilot test interventions in artisan communities.

Creativity, considered a skill that provides innovation, either in the creation of new products or their improvement, needs to be exercised in order to be. Thus, creativity techniques are being increasingly studied; however there are still few empirical studies on the subject. This article aims to evaluate the application of a creativity technique in two communities that produce handicraft products in the state of Rio Grande do Norte. Through a literature review, we found a total of 74 creativity techniques from which we chose the SCAMPER technique. It provides improved products, is easy to apply, and is suitable for target audience with low level of education. The results demonstrated that the technique presented satisfactory performance on improvement of product characteristics. However, the participant's creative knowledge must be taken into account before its application.

RESUMO INTRODUÇÃOAs organizações públicas necessitam estar adaptadas para responder com eficiência e qualidade aos usuários e, para isso, precisam estar comprometidas com modernas práticas de gestão. Promover a criatividade no ambiente público e gerar propostas inovadoras para este requer uma abertura a novas ideias e o apoio a mudanças por parte da organização. A pesquisa de Soares (2009) relata alguns caminhos para a promoção de um ambiente de inovação no serviço público, como: canais de comunicação eficientes em todos os níveis da organização; tarefas desafiantes ao potencial criador; normas mais flexíveis; descentralização do poder; valorização da iniciativa e da participação na tomada de decisão; política de benefícios e sistema de recompensa voltada às ideias inovadoras; estímulo da chefia para novas ideias; respeito às opiniões divergentes; e capacitação dos agentes públicos para o desenvolvimento de seu potencial criador.