How To Report

Creativity Is The Hidden Key For Innovation

How To Enable Creativity To Drive Sustainable Innovation

December 9th, 2021
With contributors:
Pascal Matzke , Martha Bennett , Elitsa Kortenska , Diane Lynch


Creativity is the precursor to innovation. While innovation emphasizes the act of implementation, creativity focuses on the mental process of exploring a problem or customer need and coming up with new ways to solve it. Implementing an unconventional solution can create a competitive advantage, as it provides a differentiated approach compared with existing solutions. Hence, innovation leaders consider creativity as highly desirable. In this report, we outline how company leaders can both unlock and sustain creativity to drive competitive differentiation through innovation.

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