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Creativity—Essential to Survival

In this fiercely competitive, fast-faced, global economy, creativity is not only an important source for building a competitive advantage but also a necessity for survival. When developing creative solutions to modern problems, entrepreneurs must go beyond merely relying on what has worked in the past. “A company that’s doing all the things that used to guarantee success—providing quality products backed by great service, marketing with flair, holding down costs, and managing cash flow—is at risk of being flattened if it fails to become an engine of innovation,” says one business writer.Transforming their organizations into engines of innovation requires entrepreneurs to cast off the limiting assumptions, beliefs, and behaviors and to develop new insights into the relationship among resources, needs, and value. In other words, they must change their perspectives, looking at the world in new and different ways.

Entrepreneurs must always be on guard against traditional assumptions and perspectives about how things ought to be because they are certain killers of creativity. Such self-imposed mental constraints that people tend to build over time push creativity right out the door. These ideas become so deeply rooted in our minds that they become immovable blocks to creative thinking—even though they may be outdated, obsolete, and no longer relevant. In short, they act as logjams to creativity. That’s why children are so creative and curious about new possibilities; society has not yet brainwashed them into an attitude of conformity, nor have they learned to accept traditional solutions as the only solutions. By retaining their creative “inner child,” entrepreneurs are able to throw off the shackles on creativity and see opportunities for creating viable businesses where most people see what they’ve always seen (or, worse yet, see nothing).

Merely generating one successful creative solution to address a problem or a need usually is not good enough to keep an entrepreneurial enterprise successful in the long run, however. Success—even survival—in the modern world of business requires entrepreneurs to tap their creativity (and that of their employees) constantly. Entrepreneurs can be sure that if they have developed a unique, creative solution to solve a problem or to fill a need, a competitor (perhaps one six times zones away) is hard at work developing an even more creative solution to render theirs obsolete. This extremely rapid and accelerating rate of change has created an environment in which staying in a leadership position requires con- stant creativity, innovation, and entrepreneurship. A company that has achieved a leader- ship position in an industry but then stands still creatively is soon toppled from its number one perch.

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