Powerful Techniques to Unlock Your Creativity and Spark New Ideas
Author: Bernhard Schroeder
Pub Date: October 2016
Print Edition: $24.00
Print ISBN: 9780814437193
Page Count: 224
e-Book ISBN: 9780814437209
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Introduction: Why Creativity Matters in Your Career and Life.
The Chief Marketing Officer strode into the conference room and sat at the head of a very large conference table—one large enough for me, two of my colleagues and 45 of his fellow employees, all directors or vice presidents of product development or marketing. Seven years earlier, the company had been a startup. Their growth had been so meteoric; they were now an $8 billion Fortune 500 company with enough executives just in that room to field a basketball league. Nonetheless, they were in trouble.
All eyes turned to the person at the head of the table as he spoke. “As you know, we are under attack from our chief competitor in a very competitive marketplace and we are being engaged in a price war, a place we do not want to be. In response to that attack, we have hired the most creative marketing agency in the world and these three senior partners will review our situation and then provide us with a creative marketing response but more importantly, they will advise us on innovating our current product offerings so that we can be more competitive.” All eyes in the room shifted to us. I could only think of three questions. Who outsources their company’s creativity and product innovation to an outside firm? What did all these people actually do? How did they get here?
Today, most people still believe that people are just born creative and others are not and that’s just the way it is. However, our creativity is not simply inherited, like brown eyes or blonde hair. Most people also still believe that right-brained people are more creative and left-brained people are more analytical, even though research in the past five years has shown that, in fact, we use both sides of our brain when we are being creative. We use both sides of the brain to fire our creative juices.
Many people associate creativity only with artists, writers, designers, filmmakers, not programmers for example, or lawyers, marketers, and accountants. But these are exactly the people that imagined online auction marketplaces, simplified legal services and forms, connecting people who had cars with those that wanted to be somewhere else and an easier way to do accounting for small businesses and created eBay, LegalZoom, Uber and QuickBooks, respectively.
The fact is, everyone is creative, and you can develop your inherent creative skills just like you would any other skill.
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