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The Creative Age

Posted in Advertising, Marketing, Design, Creative, Latest reporters' blogs, Jim Prior August 13th, 2009 by Jim Prior

“I want a brand as strong as Apple” is the kind of thing we often hear from senior people in very un-Apple-like organisations. Which is fine. Except they’re just not prepared to do what it takes to make it happen.

It’s no surprise to see brands like Apple, Virgin and Google consistently called out by business leaders as those they most admire. The rational and emotional reasons behind this are clear for all to see. But what seems less clear to many people is how they hold these brands in almost religious regard, as though their success is defined by some supernatural divinity, and not through the leadership and actions of mere mortals such as themselves, which, for supposedly smart people, is plain daft.

In reality, the engine behind the success of this revered trinity is no more than a basic business discipline. But it is one that has been consistently unrecognised, undervalued and underexploited by the majority of business leaders. It is the ability to think differently, to think imaginatively, and to think big. It’s what I would define as creativity.

So, we decided to study creativity in business by talking to 300 senior executives in the UK. The good news is they recognise that it is important. 96% of them told us it’s integral to business success. As many as 40% say it’s a more valuable source of advantage than knowledge or efficiency (management consultancies, beware!). Great. It seems that maybe everyone gets it after all.

But no. They don’t. Because despite this widespread acknowledgement of its value, our research also shows that creativity goes largely unsupported in practice. Just 10% of our respondents discuss it at board level. More than 40% say there is no ownership of it anywhere in their business. They are not investing time, energy or money in making their organisations more creative. So, without any action to support the belief, it should be no surprise that there are not more organisations out there like Apple.

And in my view this has to change. Not simply for the sake of business success but for the sake of the wider world. I believe that we are at a point in time where significant change in the relationship between business and society is inevitable. The organisations that prosper in future will be those that solve the problems that matter most to people, not just those that generate most short-term profit. The demand of the future will be for radical, brave innovation not for more of more-or-less the same.

We are at a critical inflection point in commercial history, poised to move from the selfish knowledge economy of the 20th Century to the more generous ideas economy of the 21st. If we are to solve the big issues that society faces, like climate change, natural resources, population growth, health, and social inequality, then we need a world driven not by supply chains, efficiencies, and timeframes but one driven by creativity.

I’m optimistic that this will happen. In our research, 46% told us they would be happy to take increased responsibility for creativity in their business. So we can suppose that the problem isn’t a lack of willingness but of know-how. And that’s certainly the easier bridge to cross. Because despite its esoteric reputation, creativity can be taught. Despite its non-linear thought processes, it can be systemised. And, if all else fails, it can be outsourced. What’s needed now is a firm commitment from the leadership of organisations to put creativity into action, to embrace it as a fundamental strategic business tool that informs every decision and action. To make the first step forward into the new creative age.

Jim Prior is Managing Partner of The Partners