All firms can access the same tools for business success — capital, business process, and tech — making it hard to generate a sustainable market advantage. The pandemic reveals that adaptive companies update their use of these tools more effectively than others. But adaptivity depends on an underutilized fourth tool: a workforce motivated to apply its creativity to business problems and opportunities. In this episode we’re joined by VP, Principal Analyst James McQuivey, PhD to discuss how firms can achieve creative advantage, a state where creativity multiplies the effective use of every other business tool.


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