It is worth little to speak merely of creativity, only applied creativity, creativity put to the test has an authentic and undisputed value. The fundamental question today is to bring creativity to the company, to the processes and to each and every one of the sectors of the organization.
It is time to train and train for individual and collective creativity, to apply it to products and services, as well as to processes and activities. Creativity is something continuous, to stop creating, to kill creativity is to embalm the company, its processes and products.
Many kill creativity by normalizing it, generating methods and systems to generate more ideas. What it really is about is encouraging creativity, and destroying the brakes and walls that impede its evolution and generation.
To be creative you must have and have freedom, and above all a very important freedom that is the freedom to make mistakes. If fear is wrong, if punishment is expected, reprimand for error, failure or lack of results, we are forcing and motivating people to remain quiet, not willing to try, investigate, imagine.
Creativity was always important and essential, but never as much as now. Creativity represents in these times of ultra competitiveness to distinguish yourself from the competitors, to be different, to achieve a difference that gives name and excellence to your products, services and brands.
The generation of innovative ideas, the imagination placed at the service of the productive, commercial and financial operations of the entity, are the basis on which new businesses stand. Yahoo, Google, eBay, Microsoft are not the product of the freezing of ideas, nor of the reproduction of old paradigms. They are the result of a new way of seeing the world and business, they represent a new way of perceiving opportunities and quickly adapting to them.
Jonas Ridderstrále and Kjell Nordström put it this way: “Our societies are shaped by the glorious trio of technologies, institutions and values. The changes have now made the abnormal the new normal ”.
If companies copy their processes and products, due to the expanded practices of business schools, benchmarking, and retroengineering, the ideal is to stand out using creative genius.
In a world where everyone copies everyone, those who generate new ideas with greater speed and quality will be the winners. Being creative and at the same time fast is the new watchword. Being quick to copy is a way of doing business, adding creativity to speed is being second to none.
