Companies have long recognised the importance of innovation. Innovation breeds success.
So, how to keep innovating? Simple, hire creative people.
How do we make sure our hires are creative?
The only thing we do know is that there are lots of myths around creativity:
The reality is that we just don't know. Arguably, we're all creative, but in different ways.
One thing we do know, however, is that creativity is not money-orientated.
The dilemma for organisations is that creatives tend to be exactly the kind of people you wouldn't really want to hire:
overly persistent and overly-flexible
We see lots of companies trying and failing.
I think that ultimately, creativity is something which is either in the value-set of the company or not. It is set by the CEO and permeates through the organisation.
If innovation and creativity are not there from the start, buying it in will just cause clashes of culture.