Finding The Creativity To Design Better

Creativity is helpful for many kinds of work — but for design work, it’s essential. Unfortunately, many companies seeking to reap the benefits of great design struggle to spark creativity. The way to conquer the obstacles is to recognize the importance of human-centricity and get four key ingredients right: 1) group dynamics, 2) the balance between concepts and details, 3) nurturing ideas, and 4) infusing creativity into the culture. This report lays out practical ways for design leaders to help overcome the impediments to creativity that afflict most companies, distilled from some of the most creative successful businesses and from top sources of thought leadership about creativity.