Creativity Isn’t Just for Artists.

That Marketing Lady Gives You Insights Into The Role Of The Creative Process In Businesses.

Why do people think creativity only lies in the paintbrush of an artist or a designer’s outfit? Why is the correlation between the creative process and business growth so undervalued? Is there Innovation without creative expression? 

Gestalt psychologists (who study the human mind and behavior) define creativity as a process that generates a new idea, insight, or solution through imagination rather than just plain logic or reason. In reality, creativity is not limited to one sector, as we often perceive, and that’s its beauty. Yes, an artist could be creative, but so could be a mathematician, salesperson, or an engineer. 

Have you ever looked at an innovative product, service, or business strategy and thought, Wow, this is such a brilliant and creative idea? That is because creative thinking was involved in the works. Creative thinking in a workplace or a business strategy can often take a different approach to problem-solving and innovation, and the outcome can be both rewarding and pleasantly surprising. 

The Role of Creativity in Business:

The reason why some businesses and start-ups come up with fresh, new, innovative ideas and products while others merely follow the beaten path is the often the role creativity plays here. Think about it; you cannot build something new using the same old archaic methods.

In rapidly developing competitive markets, businesses that can be flexible, think and adapt fast and implement the next “big idea” are often why they flourish in today’s world. As Sam Palmisano said when he was CEO of IBM (2004), “Either you innovate, or you’re in commodity hell. If you do what everybody else does, you have a low-margin business. That’s not where we want to be.”

Adapting to creative thinking and incorporating creative processes is vital to a company’s growth and success. One cannot replicate what other businesses are doing and expect to become the best in that industry. Unique ways of transforming your product, service, and marketing strategies, keeping up with the latest trends, and pushing your creative boundaries is key to staying one step ahead of the competition. 

A study by Forrester Consulting and Adobe (The Creative Dividend,2014) found that 82% of companies agree that companies that are more creative gain greater business benefits like revenue growth and market share. The industry environment is ever-evolving and unappealing products, plain monotonous services, and solutions; low-cost strategies are just not enough for these saturated markets. Smarter and innovative ways to offer your consumers a new experience is crucial. 

How can you foster Creativity in your Business?

It’s all about the team:  

Focusing on employing diversity, skill sets, mindsets, and backgrounds can be key in building an innovative team. Just hiring a picture-perfect resume is not enough. Motivation, temperament, flexibility, coachability, and emotional intelligence can be better markers for a successful hire. (Attach the “hire right” blog clickable link) Obviously, not every person in the team will be creative in every aspect of the business. Still, some will have the creative potential and tap into ideas to tackle problems head-on. Some might be more creatively empathetic and form great relationships with each customer, which adds personal creative insight into problem-solving and innovation.  

Future of Jobs Report, World Economic Forum report asked chief human resources and strategy officers from leading global employers the top ten skills sets that are vital and in demand in workplaces, and the study showed that in 2015, creativity as a skill set was number 10 in the list which has jumped to no 3 in 2020. 

Work environment: 

Creativity thrives in environments that are flexible as opposed to fixed and rigid timelines. It’s a skill that needs room to breathe; it can’t be imposed. Not everyone is suited for the traditional nine to five schedules and hectic overtime staff meetings until 9 pm, leading to burnouts. Offering flexible but structured and defined work arrangements such as work from home and adjustable office hours is proven to make employees healthier, happier, and more productive. Don’t you think yourself that you’d think, create and perform better?

Some non-traditional approaches to boosting creativity, problem-solving abilities, and innovating thinking has led to companies creating spaces for people to unwind and take a time out. Pool tables, play stations, nap rooms, reading lounges are quite a widely seen feature in offices big or small. Events like Friday “happy hours” with your team, meetings in outdoor coffee shops instead of conference rooms, workplace cultures are adopting creative ways to work! The psychology behind it is to provide an environment to rest and refresh their minds, bond with colleagues, and it also stops people from mentally thinking negatively about their workplaces as a chore, it adds a fun element to their day and helps them get back to their stations with a fresh mindset.   

Brainstorming: 

Brainstorming creative concepts and problem-solving solutions with your diverse team can be an inclusive and adaptive strategy that can generate some really creative and out of the box ideas for your business. Different thought processes working together can often lead to insightful feedback and perspectives. Encouraging employees to express their creativity and providing them the time and resources to do so can help you gain cost-effective business solutions and innovative ideas. 

Creating an atmosphere where your employees can express their ideas, feel encouraged to voice their insights freely without judgment can yield beneficial results for the business strategies, marketing plans, etc., but also boost their confidence. Not every idea might be successful, but encouraging and rewarding the team’s efforts can motivate building and enhancing their creative confidence. Companies that reward creativity, even if in small ways like a message of appreciation or a gift, really show their employees the value of their inputs and inspire them to further pursue their untested concepts and ideas.

Take more risks: 

Risk-taking, creativity, and innovation are inherently linked. Creativity can be your most powerful strategic advantage if you are willing to take risks, and even if you fail, it’s important to get up and try again. Fear of failure can crush all creative pursuits. It’s not possible to create something new without the risk of it not working out, and as a business, you have to be willing to learn from it. Teams cannot create and innovate in environments that prioritize safe bets. Investing your time, money, people, and resources are required if you truly want to stand apart in what you bring forth as a company. 

We know that for many driven businesses and entrepreneurs, talking about the importance of creativity can feel strange and unimportant in many cases, but that’s far from the truth. There is a solid place for creativity in the business world, and in today’s competitive market, creativity might give you the advantage you are looking for. It’s no longer a luxury in business; it’s an absolute necessity. So get with your team and start finding your creative groove!