Today's great companies live and breathe creativity. Creativity is a valued and orchestrated process, rather than an event left to chance. Creative organizations let all their people know that they are valued for their individual strengths and talents. Creativity is a central, valued, integral part of the everyday organizational life. Successful businesses believe that a big idea is possible and are more apt to want to find it.
Big ideas come from people who devote their energy to ideas they believe in and care about.
Creative organizations create safety zones for experimentation and innovation. Morale effects productivity, creativity and quality. Creative organizations value dignity, respect, support and the importance of good working relationships. Managers in creative organizations simplify, clarify and provide a sharply defined sense of direction. Managers play a critical role in transitioning from traditional, bureaucratic hierarchies that cannot respond quickly enough to information, to knowledge sharing teams involved in selecting, developing and implementing ideas and processes.