Creativity is one of the most important attributes of business success in today's market. A 2010 IBM survey of more than 1,500 Chief Executive Officers from 60 countries and 33 industries worldwide concluded that the most important leadership characteristics was creativity, ranking higher than integrity, intelligence, and a global mindset.
The need for creativity extends well beyond product design and includes concepts such as how we package our company story, or how the technology & business world will likely evolve.
With the advent of internet culture and viral marketing, never has creativity mattered so much to the average consumer. People no longer want to be "marketed" too. Successful branding in today's culture of openness and transparency is about creating meaning systems for people.
The unspoken assumption is that our goal is to gain competitive advantage, to crush the competition, to win. But…the best creativity comes from a much deeper place than the desire to win. It comes from a desire to contribute to the lives of others, either by introducing something new that improves the quality of their lives or by showing people that something thought to be impossible is in fact possible. When you change people’s perceptions about what can be accomplished or achieved, you contribute to their humanity in the richest possible way. You give them hope for the future — a sense that life is not the demoralizing, unchanging drudgery day after day that the world so often teaches us that it is. When you change the way people think about possibility, it is an existential experience. It makes them feel understood. More than that, it makes them feel loved.
Invoking your company's creative energy is the key to sustainable and genuine business success. The creative process takes time to develop and refine. Your company's creative processes may be radically different than others, but you need a process for innovation. It doesn’t just happen.
The process might be something as simple as writing down your ideas; organizing, shaping, and building on them visually. It could require you to be taking a completely new look at your business model and exploring unorthodox business techniques.
Inspiration bursts forth from “collision points” – moments when different ideas, perspectives and knowledge collide and create something new in the universe. When people can link unrelated concepts and ideas, they inspire and unleash fresh ideas into the world.
Read more: http://www.businessinsider.com/how-to-build-creativity-in-business-2013-3#ixzz2oYPqrRl5
Consumers respond best to personalized, innovative and authentic marketing. By harnessing your company's creative flow, you are empowering your brand with meaning and creative force. Your message will evolve naturally, consistently, and with passion.