How to Leverage CreativityThe pile of books waiting to be read here at the home office is pretty high, so I know it will take me awhile to get to a promising new publication that I found mentioned in the August issue of Optimize magazine.
The brief Optimize item by Paula Klein makes Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage by Pat Fallon and Fred Senn (founding partners of the ad agency Fallon Worldwide) sound like a keeper.
Fallon and Senn advocate seven steps for leveraging creativity and thereby building competitive advantage. Here in somewhat edited form is Klein's summary of these steps:
- Always start from scratch and find fresh ways to look at a problem.
- "Demand a ruthlessly simple definition of the business problem."
- Connect emotionally. Be rational, but find a way to communicate fervor about a project.
- Focus on the size of the idea, not the budget.
- Seek out [and then manage] strategic risks.
- Collaborate with others inside and outside your organization to enable the best solution.
- Listen to your customers internal and external and then listen some more.