Creativity: from Preference to Necessity
All human beings owe creativity. Creativity is what made our world the way it is. All we have around us is a product of some creative minds who thought differently, challenged the status quo, and thought of a better world.
In business, creativity is any company’s way of sustainability and growth. Staying in the same position doing the same things, in the same way, is now a guaranteed way to failure and vanishing even if the industries’ tolerance diverges, the result is the same sooner or later.
On a wider scope, Innovation and creativity are what provide the momentum for economic growth and job creation. It can expand opportunities for everyone, including women and youth. It can provide solutions to some of the most challenging issues such as poverty education and the elimination of hunger.1
Why we need creativity and innovation?
All business and organizations are affected by changes in their external environment; which can be a main driver of innovation. Environmental changes can occur because of competitor’s actions that have revolutionized the business environment or can happen through macro shifts in the political, economic, cultural, or technological environment. As organizations struggle to realign with their new business environment, they must innovate their products, processes, and services accordingly.
As per Larry Keeley in his book “Ten Types of Innovation”, Innovation is important in business because:
- Companies need new discoveries and strategies to drive growth and survival.
- The pace of change requires greater flexibility and innovation effectiveness.
- Efficiency is no longer enough. Organic growth is critical to achieving breakthrough results.
- Innovation successes are now expected (and demanded) by customers and analysts.
As creative activities help the brain generate more cells increase neural networks and enhance their efficiency, the creativity practices do the same in organizations. In both cases, creativity is what keeps us healthier and able to live longer and sustain.
1UN, accessed 22/3/2021 https://www.un.org/en/observances/creativity-and-innovation-day
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