You know the type. They are there in your office somewhere – a flash in their eyes, a zing in their step, a perspective that surprises. And while we all consider ourselves to be creative on some level, there are those in your business who really do walk to a different tune. This is often characterized as being due to the dominance of right brain thinking – where different brain functions are located in different hemispheres – with the right side of the brain supposedly handling the intuitive, more creative functions.
And while Dan Pink suggests that we have too many left-brain men who are spoiling the pot, many companies are just not designed to allow individual creativity to flourish. So while you may have a strong group of creative people working across your business – ask yourself – are they really working across your business, or are they working in your business?
Gill Corkindale looks to the so-called “creative industries” as a way of breaking out of the standard models of business that we often find ourselves. By looking at the worlds of fashion, advertising and publishing, she suggests, we can out-think the structures that we labor under, and unearth the creativity embedded within our businesses:
1. Fashion. While managers in the fashion industry were clear about the business direction and focus of their roles, they also valued ideas, difference, self-expression and personal growth. These additional focus areas ensured that leadership teams were vital, energetic and individual.
2. Advertising. The open spaces of advertising agencies contributed to the shared experiences and interactions of both junior and senior staff. Self-expression was again focused upon, with all team members encouraged to display their individuality and personal interests.
3. Publishing. While publishing is about creativity, it is also about deadlines. Wrapping rigor around the creative process allows publishers to focus on both the business imperatives and the creative output.
Nina Nets It Out: We all hanker for creativity within our teams, but often find that it is hard to unearth and encourage. Following some examples from other industries can provide leaders with a place to start. Each of these industries promotes the individuality of our team members and validates and encourages their broad creative participation in business.
Great post, Nina! It seems practically all industries can find some example of a company that embraces creativity, but management has to be open-minded enough not to squash any cutting-edge idea that comes along from the “underlings”. Maybe with social media now becoming so vital across many different industries, more businesses will start embracing these creative workers more.
Hey Hayli,
Thanks as always for your comments and insights. I totally agree on management’s willingness to accept creativity from anywhere within the organization. After all, if it is not accepted, it won’t really be considered all that creative, will it? 😉
I also agree that social media is and will continue to become highly important across many industries and that companies will embrace and implement these tools in new and innovative ways to build closer customer, partner, employee, etc. relationships.
I have to push back some on this one, Nina. In my experience none of the three industries you mention is any better than other industries at encouraging creativity from all over. Sure the designers and copywriters and authors are allowed to be creative, but not the admin assistants or even the account reps.
I also think the challenge isn’t encouraging creativity as much as allowing it. You can’t innovate if you don’t have a flow of good ideas and people do good ideas naturally. They just won’t share them if they always get shot down or if no one appreciates them.
Hey Wally,
Thanks as always for your point of view. While I respect your position, I would say that these industries do in fact represent more of the creative perspective than many others. I would not disagree with your point that the objective is to allow creativity to flourish and not stifle it. That said, there still must be areas within every business that adhere to less creative, more tried & true approaches. But I would never support shooting down or disrespecting any good ideas simply because they were offered by someone not “allowed” to be creative. To me, there really aren’t people who are not allowed to think creatively and proactively about benefiting the organization. No one has a stranglehold on such approaches.
So, your push back is duly noted….and mostly agreed with! 🙂
I encourage my staff to be creative and use as much of their talents as possible, but I have also seen “creative” use of their energy and time devoted to personal agendas, not to produce actual work! Creativity still needs to be channeled with some guidance and supervision with some of the younger staff these days (Gen Y and Gen X’s).
Hi Allen,
Barring conspiracies, I am a believer that teams can often self-monitor. If creativity is being applied incorrectly by a team member, other team members are empowered to “call them out” for it. As you note, “guidance and supervision” is needed, but it can be managed by the team itself if proper performance indicators and incentives are in place. And, for the record, this is not an issue limited to younger generations, but rather one that applies rather broadly in my experience.
Good point…we don’t really have teams organized in my practice. Just clinic managers, an office manager, etc. The old Chiefs and Indian Warriors structures. Time to start organizing teams, yes! Thanks again Nina!
My pleasure, Allen!