If we establish that creativity is an imperative of the modern organization, some questions might be asked. For example, who should have the leading role in managing creativity within the company? On the other hand, what is the role of the organization's clients as an external influence?
Various studies confirm that up to 80% of the creativity generated in an organization responds to context factors. That is, beyond the personal or subjective element that people bring to their workplace, ultimately, it will be the prevailing atmosphere or climate in the workplace that will benefit or harm the production of original ideas or solutions by employees.
To generate this environment conducive to creativity requires bosses or managers who are directed to awaken intrinsic motivation among staff. This involves improving communication in the business, interpersonal relationships, emotional control of leaders and feedback on the performance of employees. This horizontal environment fuels people's creativity. As long as it is combined with the inhibition of easy and destructive criticism or that which hides careerism and mistrust.
As Deming and Druker pointed out decades ago, those who are in the best position to bring fresh ideas to the organization are the employees, who are soaked in the daily problems of the business. Hence, the role of guides and facilitators of leaders is indispensable.
Regarding the contribution of customers, taking advantage of it involves overcoming some difficulties. Customers are not always aware of your needs. As Henry Ford said: "If I had asked the public how the transport of people could be improved, they would only have suggested a car with more horses." Therefore, identifying consumer requirements and turning them into original or innovative contributions implies a very detailed and plural study, by various means. It is also essential that the organization's collaborators are trained to determine customer needs and record them to turn them into sources of innovation.
In summary, the exploitation of creativity in the organization goes through the use of three instances: a) The leaders, responsible for providing a favorable climate or environment; b) collaborators, provided with facilities for such a task and c) clients, whose needs must be identified before and after the provision of the good or service.
The interaction of all the elements described and their interaction is shown in Figure 1.
Instances for creativity in the company and its interaction.
Figure 1.
Instances for creativity in the company and its interaction.
