Page 75 - (DK) The Business Book

LIGHTING THE FIRE 73

See also: Stand out in the market 28–31 ■ Gaining an edge 32–39 ■ Thinking
outside the box 88–89 ■ Changing the game 92–99

imagination and invention. They often work harder, longer, and more
attract thousands of applicants as productively, yielding innovative
a result. Moreover, creativity is not solutions to problems, new cost-
only a potential source for ideas saving processes, or profitable
that can yield economic value, but new products.
is a vital asset for individuals and So significant is the competitive
companies operating in increasingly edge that can be gained that a 2010
changeable global markets. IBM survey listed creativity as the
most sought-after trait in leaders.
Defining creativity When it was announced that the
Creativity involves the generation Creative Director of Mulberry, Emma Hill
of ideas, alternatives, or possibilities, Emma Hill—who was largely
and the consideration of situations credited with the fashion label’s UK-born fashion designer
Emma Hill studied at the
or problems in novel ways. Invention renaissance—was stepping down
Wimbledon School of Art in
is the practical application of in 2013, the company’s shares fell
1989 before graduating from
creative thought. When successfully by more than 9 percent. As Steve
Ravensbourne College of
realized, creativity and invention Jobs proved at Apple, “thinking
Design and Communication
are highly motivating. They allow differently” is not just cool or
in 1992. Starting her fashion
us to combine our innate desire for quirky—it matters to staff, to career at luxury brand
autonomy, purpose, and mastery. customers, and to investors. Burberry, Hill also worked for
They also produce a sense of UK retailer Marks & Spencer,
achievement, which is a key element Fostering creativity US fashion designer Marc
in what Abraham Maslow described The challenge is for companies to Jacobs, and US retailer Gap,
as the “Higher Order Needs” of balance creativity with financial before moving to Mulberry—
motivation—the factors that allow us prudence. Unbridled creativity which has stores in Europe,
to feel value and self-actualization. rarely leads to commercial success, US, Asia, and Australia—as
For businesses, establishing yet businesses are required to Creative Director in 2007.
At Mulberry, Hill’s creative
a climate of creativity has the dual make profits in order to survive.
talent for designing handbags
benefit of enhancing employee For Mulberry, it was a clash of
carried by the likes of model
satisfaction and improving its these values that resulted in Hill’s
Kate Moss and musician Lana
competitiveness. Excited by the departure. When the joined
Del Rey resulted in waiting
pursuit of invention, employees will company in 2007, Hill was
lists for purchases. Thanks
responsible for some of the label’s to her expansion of the brand
biggest hits—notably its Alexa and into small leather goods
Bayswater handbags—and (such as brightly colored card
presided over a period of significant holders) in order to appeal
innovation and growth. In 2013 to the more price-conscious
When you innovate, you’ve though, with sales falling, the end of the market, the brand
got to be prepared for brand’s management decided it enjoyed stellar growth. When
she joined Mulberry the
everyone telling you needed a new creative direction— company’s shares had stood at
you’re nuts. even the most creative brands $1.78 (111 pence); at the time
Larry Ellison feel the need for reinvention. of her departure in 2013 they
As creative organizations know,
US co-founder, Oracle Corp. (1944–) were worth nearly 10 times as
to the benefit of their staff and
much. In 2010, thanks to Emma
the bottom line, creativity and
Hill’s work, Mulberry won the
invention—by everyone, everywhere,
“Best Designer Brand” prize at
and all of the time—are vital the British Fashion Awards.
ingredients for business success. ■