In a constantly changing world, innovation has become a key success factor for all businesses, regardless of size and sector of activity. To remain competitive and continue to meet customer needs, it is necessary to generate innovative ideas. This is why creativity in business must become a major challenge for organizations in the coming years. We are going to detail what the term creativity in business implies and the benefits it brings. We will then see the factors that can generate creativity in business, as well as the main obstacles to its development.
Creativity in business: what is it?
Creativity is an approach that aims to generate new ideas, innovative solutions, or different approaches to solving problems. It also aims to improve existing work processes within an organization.
It can include product innovation, creating new marketing strategies, designing more effective management solutions, or implementing efficient ways of working. It can also concern organizational aspects, such as original methods for better collaboration, for example.
It is important to note that creativity does not only apply to the purely artistic functions of a business: all aspects are concerned. Thus, operations, management, human resources or even finances can be improved through creativity.
The importance of developing creativity in businesses
Creative intelligence is an essential element in business success. Indeed, it has various benefits:
- It is the basis for innovation. This can allow the company to stand out from its competitors and be competitive in the market.
- This promotes employee satisfaction. Being able to offer ideas and express themselves on important topics is often a factor of satisfaction for employees. This generally leads to a high retention rate, which limits the costs associated with turnover.
- It is a productivity factor. Being more satisfied and more motivated often leads to commitment for employees. This affects productivity and the quality of work. Creativity can also make it possible to find more efficient processes in work, which can have a positive impact on the overall performance of the organization. It is also an element that reinforces the self-confidence of employees.
- This sends a positive image of the company. Societies that promote creativity are often seen as innovative and dynamic. This reinforces both the brand image and the employer brand, which affects reputation and recruitment.
So the benefits of creativity are numerous, both for the company and for the employees.
Factors promote the development of creativity
We often (wrongly) think that creativity is an innate quality and that it is not possible to act on it. However, it is a skill that can be learned and developed. In theory, anyone can have good ideas, but in practice, many don't dare come up with them. It is therefore important to build an environment that encourages creativity. Here are a few things you can do something about.
Develop a stimulating corporate culture
A company that wants to promote creativity must first of all give itself the means to do so. This process can take time and require some resources: it is necessary to obtain good results.
To develop the culture of creativity, it is imperative to implement certain means. It can be time, by setting up time slots on a regular basis in the agenda of your employees to allow them to think about original ideas. This may include the development of new skills through workshops. It can also be a question of setting up a tool to encourage the expression of innovative ideas. A crowdfunding platform such as Teamstarter can definitely play this role. It allows everyone to propose ideas and offers the budgetary resources necessary for the realization of the projects most requested by employees.
Encourage initiative
For your employees to dare to propose new ideas, it is important to create a climate of trust, both within the teams, but also with the managers. They must support and coach the people who work with them, without judging them. They can help them develop new skills and let their creativity flow.
Accept all ideas with kindness
To promote creativity in business, it is absolutely essential to accept that not all the ideas proposed are great. Indeed, sometimes it takes dozens or hundreds of average ideas to get a brilliant idea.
If you can't let everyone's creativity flow, the risk is that people will censor themselves. Some innovative ideas can then be overlooked due to a lack of trust.
Have you ever heard of Serendipity in business ? It's about finding something without looking for it, or making an unexpected discovery. Although it is partly the result of chance, serendipity is only possible when one is in a creative process. Innovation does not happen if it is not provoked.
Obstacles to creativity in business
Many businesses looking for innovation don't notice the factors that limit creativity. The most common of these are the following:
- The routine. When habits are too entrenched, it's hard for the mind to think beyond what it has mastered. Working in a different position (standing for example), interacting with colleagues you know less, or discovering another aspect of the company can help develop a more creative mind.
- Workload. An overburdened person can't take the time to advance new ideas. Creativity requires both mental space and time to think about new projects.
- Censorship. Many ideas are never implemented simply because the person does not dare to propose them. The fear of being mocked or devalued is a very important barrier to creativity.
- Management. Finally, management has a key role. If it is too hierarchical and authoritarian, it does not leave enough room for innovation. One Management bottom-up is more suited to the development of new ideas.
Creativity can therefore develop within organizations thanks to a favourable environment, resources and an adapted corporate culture. It is by breaking the main obstacles (in particular self-censorship) that you can bring more innovation to your teams. It can also develop serendipity, which is very useful in making a difference against your competitors!
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