Wednesday, November 9, 2011

How Does Your Company Use Creativity to Create Value?

This week's blog is by Scott Harmon, Z Corporation VP of Business Development.

Z Corporation recently adopted a new mission, and the timing couldn’t be better. Z Corp.’s mission is to help our customers Create more – more ideas, more communication, more innovation.

I gave a presentation last week at the Connected Health Symposium in Boston, and it occurred to me that you can read Create more in two ways – with more as an adjective to describe the things a reader might create, or with more as an adverb exhorting the reader to use their creative powers more.

The difference is subtle, but important. A recent IBM study, in which 1500 CEO’s from around the world participated, had some very interesting findings. The first finding was that complexity was most commonly identified as their biggest challenge. The second was that their companies are not well equipped the deal with the complexity they face. The third was that they viewed creativity as the single most important leadership competency for dealing with complexity.

Complexity is the burden of reading more as an adjective. Growth means more new products designed to serve more new markets with more new customers. All of that adds complexity to an organization. Creativity is the opportunity enabled by reading more as an adverb. By using our creative talents and tools more effectively we deliver greater value to our customers, and hopefully reduce complexity.

We’re happy to support both kinds of creators. With the most productive 3D printers in the world, we enable creators who are relentlessly focused on developing lots of new products in hyper-competitive fields. Our low cost of operation also enables a different kind of creator. A creator who may care less about quantity, but wants to try lots and lots of different ideas in order to identify the one that cuts through.

So what kind of creativity does your company value?

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