Page 74 - (DK) The Business Book

72

INNOVATION MUST BE

INVASIVE AND PERPETUAL:

EVERYONE, EVERYWHERE,

ALL OF THE TIME

CREATIVITY AND INVENTION

ur fondest childhood Like the playgrounds of our
IN CONTEXT memories are often those childhoods though, companies that
O that involve the freedom embrace creativity and innovation
FOCUS
of play, and the unbridled use of as “invasive and perpetual”—as
Creativity
imagination to create and live out consultant Stephen Shapiro puts
KEY DATES fantasies. As human beings we it—are exciting places to be.
17th century Polish poet never lose the inner joy of creativity, Google, Facebook, and Procter &
Maciej Kazimierz Sarbiewski but it tends to be suppresed by the Gamble, for example, are renowned
applies the word “creativity” responsibilities of adult life—we for hiring and nurturing creative
to human activity. For more trade the playground for the office. people, and for rewarding
than a century and a half, the
idea of human creativity is
resisted—“creation” is
reserved for describing The desire to create
God’s creative act. and invent is deeply As children, creativity
embedded in all of us. comes naturally...
1970s Influenced by the work
of psychologists Abraham
Maslow and Frederick
Herzberg on the subject of
motivation, businesses begin
to design jobs that allow For businesses,
employees space for establishing a climate ...but for many adults,
creative freedom. of perpetual creativity it has to be
motivates staff... worked at.
2010 IBM lists creativity as
the most sought-after trait
in business leaders.
2013 Bruce Nussbaum’s book
Creative Intelligence states
...and improves the company’s
that creativity is the greatest competitiveness.
source of economic value.