Is creativity something we find only in artists and musicians, or is it a trait we all share in various degrees? We are all born creative but our approaches differ as we grow older and our personalities emerge. Whether you are a graphic designer or an accountant, we are all creatives and must unleash this potential in a variety of ways to enable innovation within our organizations.
In 2010, following the economic downturn, IBM performed a study among 1,500 Chief Executive Officers from 60 countries and 33 industries worldwide. Less than half of these individuals felt their companies were prepared for the complex, shifting business environment, particularly because of factors like strict government regulations, rapid changes in the industry, a high volume of data, and the ever-evolving demands of the consumer.
According to the CEOs, the one common solution to ensuring future business success was the presence of creativity within their organizations. They overwhelmingly agreed companies need creative leaders who naturally invite disruptive innovation, make changes in business models, are more comfortable with ambiguity, invent new concepts, and alter the status quo. As companies put these findings to work and look to hire more and more creative individuals, it’s important to look at your current workforce and encourage employees to think and act more creatively in their own work.
Take a poll of your current workforce. What percentage would say they are creative individuals? Probably not many. There tends to be a clear distinction between the creatives and the non-creatives. However, if you think back to childhood, we all began as creatives. From building sandcastles on the beach, to playing any musical instrument handed to us, to an endless variety of school art projects. We spent years regularly constructing creative masterpieces. But what happened?
Unfortunately, at some point during our lives many of us opted out of believing we are creative. Some can remember that one teacher who told them to stop doodling on their papers or the kid in their class who made fun of the way they drew a dinosaur. That moment of mild trauma toward our creative side generated a phobia that only becomes more engrained in our head as we grow into adulthood. This means, at a time when the workforce is demanding more creativity for success, as a population we are inherently fearful of the judgement that comes from being creative.
How do we turn our fear of creativity into familiarity and develop confidence? How do we transform our entire workforce into creative thinkers and innovators?
Here are three tips to help lead your business to success.
1. Don’t think of your staff as creatives and non-creatives.
Everyone is creative. We all have the ability. Don’t assign creative roles or tasks to chosen individuals; encourage everyone to implement creative habits in their work. Those who are considered creatives must take the time to explain their thinking throughout the organization so others can duplicate the methodologies or develop their own. As we would teach others project management skills, we must also share our creative thinking processes. Be proactive - find someone you think is more creative than you and ask them to share some tips.
2. Make room for creativity.
“I’m too busy, I don’t have time for art,” is an all too familiar sentiment. With the current pace of business, we hardly even have time for the coveted work-life balance. However, if creativity is the key to success, it becomes our job to make room for it throughout our work. If individuals have trouble doing this on their own, dedicate time weekly to practice creative skills, bring in a speaker or instructor to teach creative techniques, or highlight and celebrate creative work as it is accomplished. Embolden others to deviate from the norm.
3. Encourage original thinking and ways of working.
Rewarding those who are utilizing creative skills in the workplace will only inspire others to test out their own abilities, which in turn will generate more innovative content and ideas. Not everyone works in the same way, and as creativity begins to flourish inside an organization, many will explore various ways of completing the same process. Instead of expecting continuity, organizations must prepare for the opposite with each individual following their own set of best practices. Forcing any defined process will further develop an individual’s fear of creativity. Alternatively, supporting individuals to explore whatever methods work best for them will guarantee more productive results.
Building a more creative workforce is the number one factor leading to future success in business, but this does not happen instantly. The fear of creativity must be overcome, time must be set aside to explore more creative processes, and those who are utilizing creativity must be identified and celebrated, encouraging all others to join in their own way.
