How can you develop a ‘creative’ business?
- Read the cover feature to find out why embracing creativity will be your most powerful strategy in 2012
- BT embraced creative thinking with their drive to recruit ex-soldiers, read about the strategy here
- Senior vice-president of marketing at Unilever, Marc Mathieu, tells us about how the company embraces creative thinking
- Nicola Mendelsohn, Partner at Marketing Week’s agency of the year Karmarama and IPA president, explains how creativity can solve the problems data will identify
Mark Fisher, chief development officer at Merlin Entertainments, says there are three constraints that stop businesses becoming creative in their processes:
Time – you never think you have enough time to do anything new, so you have to physically make yourself some time to apply your imagination.
Outsider’s perspective – if nobody in your business is practised in looking at everything as if they are using fresh eyes, you’ll never see a better way of doing anything.
Bravery – creativity requires courage. You’re never going to get people to be creative if you don’t let them try something new.
