The Power of Creativity in Business
Seun Bangudu-
Although creation in the strict sense is beyond man, it can be approximated to an extent by what is known as ‘creativity’. There are seeds of creativity in everyone. Through inventiveness and artistic production, man can powerfully influence the whole realm of nature. Artistic creations such as paintings, sculpture and music enlist the power of beauty to sensitise and enrich enjoyment in life. Creative people invent, imagine, problem-solve, create, and communicate in fresh, new ways.
Today’s business environment is in dire need of creative thinkers in the form of scientists, engineers, medical researchers, technology innovators, business entrepreneurs, artists, performers, writers and illustrators, designers, inventors, educators and parents. Those with the ability to “think outside of the box” will lead the future and make special things happen. They enrich lives. That some particular people are born to be creative in life is out of the question.
Javy W.Galindo writing in, The Power of Thinking Differently: an imaginative guide to creativity, change, and the discovery of new ideas states that creativity isn’t reserved for the elite, the painter, inventor or entrepreneur. It is a skill that we are all born with and can harness to enhance all aspects of our life. Science shows that not only are all our brains built for thinking creatively, but that creativity is the brain’s most recent evolutionary development. So, why not take advantage of it to find new perspectives, alternative paths, and more creative choices?”
Business is actually a very creative form of art. It integrates creativity and imagination (business plans and ideas) people skills, organizational skills, and requires a focus and drive that many artists possess. Great business leaders, scientists, inventors, artists, designers, and even the ordinary person on the street have experienced intuition, the inner voice or gut feel that tells you something will work out or not. Creativity can feel like a mysterious process. It relies on conjuring up new ideas, without necessarily knowing where they come from and seeking inspiration without knowing where to find it. “When you do not know what you are doing and what you are doing is the best that is inspiration,” according to Robert Bresson, the highly acclaimed French film director.
Learn to listen to your intuition. It’s a very essential quality of your creative essence. Like any new skill you want to learn, becoming more creative takes time and effort. If you want to become more creative and establish a creative business culture, you will need to become familiar with business literatures about creativity, learn about the creative process, maybe hire some consultants, look at other companies and their experiences and, make it up as you go.
Learning the creative process in business is about freedom to make mistakes, to experiment, to go down ‘blind alleys’, to discover and to reject. The payoff is a company that is vibrant, easier with the constancy of change, has the commitment of an energized workforce and a greater chance of being successful. It’s many a manager’s instinct, indeed responsibility, to try to prevent mistakes and pursue their business as efficiently as possible (‘time is money’). But that’s often a counter-productive attitude in creative industries. Talent is the vital ingredient in the creative process that can help spot blind alleys or see the way forward when others only see cul-de-sacs. Talent is often no more than the ability to swiftly make the right choices. Every rejected experiment informs the end result and mistakes can often be fertile ground for the creation of something great.
I believe the lack of creativity is slowly killing businesses. It’s what’s driving everything to a commodity price-driven market. Without creative thinking how will the engineering team discover the next breakthrough product? How will the marketing team break out and stand out in a crowded market place? Creativity isn’t solely the realm of designers and ad agencies. To succeed in business is to be creative in your role. Growth in business demands creativity. It is what will separate you from the competition, making you the brand to beat. As people we’re trained to only notice what’s different in our environment, in other words, being different is the best way to raise awareness. The lack of creativity across the board is bound to hurt your brand, your profitability and your employees. Creativity is a special gift we’re all born with it. It never leaves, it’s just hiding. Look for ways you can let the two year old inside come out and play!
Seun Bangudu is a writer with M2 Magazine. Email: seunbangs@yahoo.com
