Creativity can be good and bad.

A few years ago, I went to the Institute of Contemporary Art in Boston. There was an exhibit, no joke, of someone stabbing a mattress over and over. My mind was blown. What exhibits took the back seat to this? Knives are for cutting food, not mattresses. But…perhaps I’m a bit old fashioned.

But there’s a good creativity.

In fact, 82% of companies believe that there is a strong connection between creativity and business results. Opinion is one thing. Fortunately, we can back it up. A study by Forester Consulting found that “companies that embrace creativity outperform peers and competitors on key business performance indicators, including revenue growth, market share and talent acquisition.”

To most of us though, that seems obvious. To make great leaps, you need to think outside the box. Henry Ford supposedly said, “If I had asked people what they wanted, they would have said faster horses.” This does not diminish the fact that one should seek feedback from customers. But, as Steve Jobs remarked, “It’s not the customer’s job to know what they want.” People have enough to worry about then to think about innovations across different platforms. It’s the job of businesses and entrepreneurs.

Conclusion: creativity is good, and you’ve got to be the one who does it.

And yet, the Forester Consulting study found, 61% of companies do not see their companies as creative. Mind blow again. It’s like eating vegetables. We know it’s good, but we don’t always do it.  Information or knowing something is not enough. One of my favorite quotes is by Derek Severs who said that, “If information was the answer, then we’d all be billionaires with perfect abs.”

Quick synopsis – creativity is good, you’ve got to be the one who does it, but we don’t do it.

When we say good, so far we’re just referring to dollars and cents. What we should have said is that it’s all about the Benjamins – referring to money and people. It’s a double entendre. Nailed it. To prove it creative firms were 3x as likely to win an award for “best places to work” than less creative firms.

Conclusion – creativity is good. For the next article bring your machete, because we’ll be getting into the weeds.