Author by Ted Mininni Published on July 11, 2006
Einstein’s interesting quote (above) points to a current, fundamental shift in business thinking. In fact, business leaders are embracing, with great impact, the concept of integrating analytical abilities and creativity. And this is where our left brain-right brain discussion takes us.
Stephen J. Adler, Editor-in-Chief of Business Week, has dubbed today’s business environment “the Creativity Economy.” In a memorable editorial, “Ready. Set. Innovate,” from August 2005, he states:
The creativity economy may sound like another over-hyped catch-phrase, but companies that have embraced the concept are gaining a bottom-line edge over those who haven’t…innovation and design point the way out of a lot of the difficulties U.S. companies face as high-paying jobs in tech and manufacturing shift overseas. But the smartest U.S. companies are learning that they can still lead the way if they listen closely to their customers and rethink product design. That’s how Starbucks can charge so much for a cappuccino and why the Swiffer is eclipsing the mop.
While innovation and creative design in products and services seem to point the way to future business success, we should expand on Adler’s idea. We could argue that innovation and creativity should be employed to revamp companies’ entire organizational structures—not merely their R&D, sales, and marketing departments—as they endeavor to bring successful new products and services to market.