by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Mice Net : October 2008
creative essentials Story By NIGEL COLLIN tap into creativity top companies Creativity in business is essential and some top companies do it better than others. spiel and not slam the door in his face. At first he ended up giving away a plethora of perfume and didn’t sell any books. Undeterred, he saw new potential in this idea and started selling the perfume door to door instead. Avon was born and by thinking creatively, David McConnell managed to change the world of direct selling. In 1996 two friends also had an idea. As university students they were both irked at how search engines ranked websites by the number of times specific keywords appeared on the website itself, (not reflecting a website’s true relevance). They believed listing a site by how many relevant links it had from other sites would be a better gauge of a site’s importance. Initially dubbed ‘Backrub’, Larry Page and Sergey Brin’s idea evolved into Google and our two Stanford University students became very wealthy and changed the way we obtain information. We all know that ideas are valuable. Whether that idea is a new product or service, a new way of doing things, or a strategic marketing plan, ideas drive innovation and moves an organisation forward. And in today’s economic climate that’s more important than ever. A great idea can differentiate a company, help it meet change head-on, make it an industry leader and increase bottom line. Great ideas are the result of thinking creatively and creative organisations know how to nurture ideas and make them thrive. Just think about companies such as Google, Apple, 3M and Toyota and you‘ll see organisations that place huge importance on creativity and innovation. But you don’t have to be a global giant to be creative and generate great ideas, (as David ‘Avon’ McConnell illustrates). There are lessons to be learned from creative organisations; certain things they do which we can learn, adopt and use for ourselves. So what is it that a creative organisation does to empower its people and allow creativity and ideas to thrive? A creative company has a I 24 mice.net n 1874 a young man by the name of David McConnell had an idea. A door-to-door book salesman, he got creative and offered to potential customers a free phial of perfume if they’d listen to his systemic approach to capturing and generating ideas and allowing creativity to flourish. It does two things: First, it has processes in place to generate ideas. It’s important to have processes that not only allows the blue-skying of ideas to occur, but also allows those ideas to be funnelled down into workable solutions. With the right thinking tools in place and know- how it’s not difficult to generate ideas. The skill is in generating ideas that count – ones that are relevant and workable. Second, a creative organisation has a framework in place which nurtures and supports creativity, allowing it to thrive. To do that it must have the vision to be a creative organisation, and it must work on getting the buy-in and willingness of its people to be part of that. It must also have systems and procedures in place so creativity can be captured, directed and acted upon. So in business speak it’s a bottom-up / top-down approach - giving your people the right tools and processes but also developing a culture that stimulates and expects creativity to flourish - both are very important. A creative organisation is a company that stimulates and drives creativity and taps into the creative potential of its people. It’s where people feel inspired and supported to be creative and put ideas on the table without fear of ridicule or doubt. It’s a place where being creative is simply part of what you do. Where it’s not just encouraged - it’s expected. And there are great dividends to be had. Being a creative organisation is about funneling creative potential into very real, workable ideas and solutions that make a difference to your people, your clients and your bottom line. Nigel helps companies and their people be more creative through his ‘Funnel Vision’™ workshops, keynotes and consulting and is author of Think BITS. More information can be found at www.nigelcollin. com.au or contact Nigel at email@example.com.