The use case for creativity

When companies get lost in apperception, they tend to go from the sublime to the ridiculous.

Businesses recognize creativity when it happens; it is a simple perception. But in recent years, the attempt has been to unlock it with apperception, assuming we can all be creative if inspiration hits us in one way or another.

So, a whole tribe of management speakers has formed to tell businesses how to get creative; here is a sample of the movement from the heights of Parnassus to …

“Creativity begins with a knowledge base, learning a discipline and mastering a way of thinking. You can learn to be creative by experimenting, exploring, challenging assumptions, using the imagination and synthesizing information, ”according to one of these“ experts ”.

Needless to say, this confuses problem-solving with creativity, and that is why such advice does not create an explosion of innovation in the companies that employ these consultants.

There is nothing mystical about creativity. It comes from a unique association of ideas, a sort of cluster of high intellectual vocabulary with hard thinking. In the 19e century, the individuals who possessed them were referred to as artists and geniuses.

But this kind of inspired thinking does not fit our paradigm of the century. This has been expressed in a more prosaic way: as one expert puts it, “Businesses need smart thinkers to be successful in the future”.

Let’s pack creativity into a use case.

An excruciating cant like this is unlikely to lead to an understanding of creativity, but it is worth noting the attempt to make creativity a functional concept. “Thinkers,” that is, people with ideas, need to be “smart,” which means they need to apply their ideas to business challenges. All this persistent trend of treating creativity as something you can put on your resume is disastrous and inept. “My skills: Marketing, Project management, Creativity. “

That said, companies’ comedic inability to understand creativity doesn’t mean they don’t desperately need it. We all know the “Kodak moment,” that time when the executives of a large corporation could not comprehend the idea of ​​digital cameras replacing those that used film. It has become a classic example in management theory of how lack of creativity leads to failure.

In the United States, there are 3,671 publicly traded companies today, up from 7,322 in 1996. Many of these companies have disappeared because lack of creativity prevented them from adapting to changing conditions.

The current emphasis on corporate culture is a healthy response to the need for creativity, but it is not a panacea. A good corporate culture values ​​creativity and innovation, but does not necessarily encourage or reward them. It is also not true that small companies are more creative than big ones – we have some examples of big companies with big efforts for innovation right here in our Cyprus 4.0 for August.

Creativity shows up more often in small businesses because if they don’t have it, they don’t grow into big companies. What’s interesting, however, is that successful small businesses tend to be creative in different ways, and our post shows some great examples of this – businesses that don’t just offer one solution, but offer regularly different solutions as their customers come up with new challenges.

Another characteristic of creative and innovative businesses large and small is that they not only have a lot of great ideas, but are also able to turn their ideas into practical business tools.

We can cite here the example of Google, which, no matter how often it is referred to, fills in the bill. Google started with a web search algorithm – the first to get solid results when looking for information on this platform. But the algorithm didn’t do the trick; the fantastic innovative business structure that the founders of the company built around this algorithm is what made Google so successful.

And this is what distinguishes our Cypriot companies which are presented here today: they have all created active companies based first on unique ideas, then on building the business structures around them, and finally on management. of these structures for growth.

They are certainly “smart thinkers”, but there is a lot more going on in their heads. These are examples of real use cases for creativity and innovation.

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About Perry Perrie

Perry Perrie

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