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Creative Intelligence by Bruce Nussbaum

This article was inspired by Bruce Nussbaum's Creative Intelligence . If you enjoy this article then consider purchasing or borrowing the book.

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How Your Business can Harness Creativity

“Many companies have fallen into HP’s trap of managing for efficiency, not creativity.”

Developed by BusinessWeek in 2008, the Global Innovation Index measures the amounts of money companies put into R&D, the number of patents they file and the amount of profit generated by new products. Surprisingly, some of the most successful innovators, such as Google, Amazon, eBay and Facebook, do not invest heavily in R&D. Using departments that behave like start-ups; these companies create social contexts that encourage creative.

To take full advantage of your creativity and that of your employees, you must recognize the five aspects of creative intelligence:

  1. “Knowledge Mining” – It is human nature to immerse ourselves in specific areas of expertise. Years later, we can return to areas of interest and still produce nuggets of creativity. Look at your own history and determine what areas of knowledge you can explore for creative inspiration. For example, Steve Jobs took a course in calligraphy after he dropped out of college. This experience was worth the time, as he later developed the Macintosh with typography in mind. Set aside at least 20% of your time for your interests and stop wasting energy on media. Creative
  2. “Framing” – Steve Jobs took complicated technological advances and made them accessible to everyday people. Find out from your customers what they want out of your products. Always ask, “what if?” Innovation is the result of seeing beyond the present.
  3. “Playing” – Develop games that meet players desires. People will take risks and consider unconventional tactics in order to win in “magic circles.” Transporting creative individuals to a world where they are not restricted by rules and bureaucracy, games can allow people to think outside the box.
  4. “Making” – Generation Y members encourage do-it-yourself (DIY) skills and a “homegrown” economy. Recognize that some products require more of an emphasis on artistic quality than mass production and that made in America products are increasingly popular with U.S. natives.
  5. “Pivoting” – Today, creative people are pivoting from the creation of goods and services to the implementation of their products through business. As the connection between making things and earning money becomes clearer, a creative economy develops. Investors are increasingly looking for new ideas with money making potential.

Though the “Efficient Market Theory” gained popularity during the 1970s, this idea’s suggestion that people should expect markets with manageable risk has become increasingly unrealistic, as entrepreneurs’ new technologies produce an uncertain future.

The rise of “indie capitalism” is marked by an increasing emphasis on local start-ups which produce small quantities of their products. In this creative age, innovators may soon steal big businesses’ customers by offering new and exciting products. If corporations wish to compete, they will have to utilize departmental structures that encourage innovation. In any case, “indie capitalism” will alter the future. Use your creative intelligence and be sure you are on the right side of change.


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