Creativity (Express Exec) by Michel Syrett

By Michel Syrett

Quickly tune path to fostering and exploiting an inventive dynamic in any organisationCovers the foremost parts of artistic crew operating and brainstorming, top tasks with an inventive output, identifying and backing profitable rules and motivating and lucrative staffExamples and classes from a few of the world's such a lot inventive companies, together with AOL Time-Warner, BMW, IDEO and Nortel Networks, and ideas from the neatest thinkers, together with Edward de Bono, Gary Hamel, Richard Pascale and W. Chan KimIncludes a word list of key recommendations and a entire assets consultant

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There is often no sense of play, no sense of fun, and no sense of ease. Kelly’s own company, founded by his brother David in 1978 and based in California, has been responsible for a stunningly diverse range CREATIVITY: THE STATE OF THE ART 51 of products, from the Polaroid I-Zone camera to Crest Toothpaste’s Neat Squeeze tube. At IDEO, brainstorming ‘‘the right way’’ is used as the principal means of tapping collective thought. Design teams are expected to make mistakes early and often. Coming to the right solution too quickly is discouraged.

The new chief executive, Olivier de Bosredon, immediately set about looking for ways to put the staff on their mettle when there was no good reason on their home turf for them to make the effort. 48 CREATIVITY Part of the task was accomplished by linking the company’s targets and future resources to Accor’s meal-ticket business in other countries – which was currently undergoing a period of rapid expansion, particularly in Latin America. The major leap forward, however, was a company-wide exercise pitting each department against a counterpart in a fictitious competitor in the UK.

Second, the cross-team synergy that resulted from the brainstorming created a fresh pool of ideas that would otherwise have been lost and that were often applicable to other projects. The requirement for the team to consider what aspects of their project could be salvaged in the event of a failed bid resulted in a win-win situation because the losers gained as much credit for their work as the winners. Identifying which business ideas have real commercial value is one of the most difficult challenges faced by any organization.

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