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
With contributors:
Keith Johnston , Lexie Lawhon , Rachel Birrell


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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