Creativity: Imagination At Work

This week’s Cannes Lions International Festival of Creativity serves as a powerful reminder of the immense importance of 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐢𝐭𝐲 in the world of business.

 In the wise words of the late Sir Ken Robinson, one of the most outstanding thought leaders, "Creativity is as important as literacy." These words truly capture the significance of fostering and protecting our natural capacity for creativity to unlock our fullest potential.

Creativity is the manifestation of imagination in action to create value. And therefore, it is also at the heart of business innovation, the engine for growth. A recent study found that companies that embrace creativity outperform peers and competitors on key business performance indicators, including 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐠𝐫𝐨𝐰𝐭𝐡,𝐦𝐚𝐫𝐤𝐞𝐭 𝐬𝐡𝐚𝐫𝐞, 𝐚𝐧𝐝 𝐭𝐚𝐥𝐞𝐧𝐭 𝐚𝐜𝐪𝐮𝐢𝐬𝐢𝐭𝐢𝐨𝐧. Despite the known benefits of creativity, over 61% of companies do not see their companies as creative. This number is even higher if we remove start-up companies from the sample. However, Business leaders cannot achieve better results simply by encouraging their people to be more creative. Unfortunately, creativity does not operate that way.

Creativity is a disciplined process requiring a harmonious blend of skill, knowledge, structure, and creative management practices. Furthermore, creativity flourishes within a culture that understands, appreciates, and places genuine value upon its profound significance and leadership mindset that is committed to its priority. A culture that fosters a collaborative environment that encourages the freedom to learn, explore, experiment, and fail. It is within this supportive ecosystem that creativity can grow and flourish, paving the way for innovative breakthroughs and business value creation.

By recognizing and fostering our innate creativity, we can unlock the abundant wellspring of imagination that exists within each of us. In doing so, we can enrich our personal lives, fuel the growth of our businesses, and contribute to enhancing our communities.