For years, business leaders have focused on things like employee productivity, process efficiency and workforce planning as the key success drivers for their companies. But over the past few years, the mindset has shifted. Leading companies recognize the importance of another key success driver – the need to infuse creativity into all aspects of business– from strategy and culture, to innovation and customer engagement.
Adobe and Forrester recently conducted a study that found that creative companies – those that encourage creative perspective, practices, and culture – outperform in both revenue growth and market share. 58% of respondents from creative companies said their revenues have strong growth (10%+ year-over-year), vs. only 20% of less-creative firms. And creative companies are 50% more likely to report a commanding market leadership position over competitors.
At the same time, over 61% believe they are working for companies that do not invest in the culture, people, processes or platforms that inspire greater creativity. So how do companies who are at a creative deficit begin adopting a more creative mindset? How do they infuse it into the culture? And how do they make it a part of their programs and practices?