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Guest Contributor Adam Billing

Enough creativity for today, now get back to work.

Enough creativity for today, now get back to work.

by Guest Contributor Adam Billing on July 12, 2014

In 2012, a very revealing study was conducted by the folks at Adobe to get a sense of how important global executives thought creativity was for business. The study also asked how good or bad they believed they were at this creativity thing.

The survey sample size was n=5000, with around n=1000 respondents each from the US, UK, Germany, France and Japan.

Creativity is critical to growth

Across geographies, around 80% or more agreed that “creative potential is critical for economic growth”, and around half of all respondents felt that they were “increasingly being expected to think creatively at work”.

However, only around 25% of those surveyed believed that they were “living up to their creative potential” – and between 75-80% felt that there is “increasing pressure to be productive rather than creative at work.”

So what does this tell us?

At the risk of oversimplifying things, it means that people are increasingly aware of the importance of being creative at work, but are getting very mixed signals about what that actually means. They are being told that they need to think more creatively, but that being productive is much more important.

Creativity vs productivity

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Guest Contributor Adam Billing

Guest Contributor Adam Billing

Adam is the founder and Director of Bridge Collaboration; specialising in collaborative design, innovation, design thinking and cross-boundary collaboration.

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