Creativity in the Business Horizon

Published in Spanish in Acento, Opinion on April 22, 2023

I allowed myself to recall the foundations of creativity in the business world due to World Creativity and Innovation Day.

Last Tuesday, during the opening of IP Week 2023, I noted a phrase that caught my attention: "An idea is not protected; what is protected is the expression or realization of that idea." An idea, as original as it may be, must be useful, viable, and appropriate in the business world. The idea becomes an intangible asset when others can efficiently take advantage of it, in the sense of improving or creating a new process, service, or product.

The Royal Spanish Academy defines creativity as the faculty to create or the capacity for creation. Innovation is defined as the action and effect of innovating or the creation or modification of a product and its introduction to a market.

One component of creativity is the capacity for creative thinking and the imagination we use to face situations or seek solutions to problems. Another component is expertise, skill, technical or procedural knowledge on the subject. Creative thoughts isolated from expertise are not necessarily viable. If the original idea is implemented without the other component, the expertise, it can create inefficiency, delays, and unnecessary errors. Our actions will depend on the business vision, leadership style, and humility with which we assume challenges. The job title does not necessarily make us knowledgeable about all subjects; therefore, communication with the team and mutual respect is vital.

The third component of the creativity in the business world, is the motivation, which depends directly on the organization's culture or the unwritten rules set by its leaders. The reality is that "creativity is killed many more times than it is supported," and that lack of decisive support usually comes from the organization and its leaders. Or, simply, the climate is not optimal, causing a lack of motivation or desire to create.

That is why a company, to boost its team's creativity, must incorporate the challenge of assuming risks to improve processes or explore new horizons, always allowing a certain margin of error, among its good management practices.

Another good practice is to promote the continuous education of its employees. Curiosity is an innate human trait, so it is not difficult to inspire learning. Organizations should take a proactive role in opening channels for employees to find their paths. Sharing knowledge within and outside organizations contributes to the creation of new ideas, which, in turn, drives creativity.

In conclusion, fostering creativity with capital, both human and financial, and with the decisive support of leadership, will enable continuous innovation. And with it, any organization will ensure the success.

Angelina Angelov