Vision Report

Creativity Feeds The Future Of Work

Creative Advantage Is One Of The Last, Best Levers To Pull For Business Advantage

August 2nd, 2021
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
With contributors:
Keith Johnston , Lexie Lawhon , Rachel Birrell

Summary

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. This report shows leaders how adaptivity can help firms achieve creative advantage, a state where creativity multiplies the effective use of every other business tool.

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