Innovation and creativity

by Phyllis Mufson, Catalyst for Personal and Professional Growth

Are you creative? Once upon a time, long ago, when the Russians were launching Sputnik into space, there was a giant Fortune-500 company headquartered in the United States. This firm was investing millions of dollars of research-and-development money into beating the Russians in the “Space Wars.”

They hired the best scientists and engineers and gave them the best equipment and absolutely anything they could think of to help the scientists to generate creative ideas and innovative products. And the results were – disappointing.

A few scientists were innovating, but the majority were not.

What to do? Thus began some early research into creativity. Researchers were hired to survey what the scientists read, what they ate for breakfast, their relationships with their mothers –- the list goes on –- and they found — nothing. They found no correlation between the questions they were investigating and who was producing results.

Until the researchers asked, “Are you creative?” It turned out that the scientists who answered “yes” were producing creative, innovative, groundbreaking work, and the scientists who answered “no” were not.

This was the breakthrough. With further investigation the researchers found out more. The scientists who considered themselves creative turned out to be better at tolerating ambiguity. This tolerance allowed them to keep going when the outcome was unclear, when the data didn’t make sense, and when they ran into information that seemed to be a paradox, to contradict itself. These traits allowed the creative scientists to persist until they finally reached success.

How about you? How might your life be different if you had faith in your creativity, in your ability to venture into the unknown and persist until you reached success?

What would you begin if you had that confidence?

Are you creative? Are you willing to consider the possibility that you are?

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About Audrey Julienne

Audrey Julienne is an independent marketing expert who helps companies and brands navigate the marketing, advertising and promotion seas. Through a successful career both in agencies and as a marketing manager for a $20 million brand in the US, she acquired a solid grasp of all promotional tactics, both on and off-line and their relevance to one’s objective and situation. Audrey graduated in 1994 with a master in Information & Communication from Aix-Marseille University in France. She then followed a post-grad program specializing in Corporate Communication. After experiencing the client side and working for a retail brand in France, she decided to explore the agency side. Through her project manager position, she touched all sides of the prism: brand identity, packaging and merchandising, media-purchase, web design and on-line promotions, print, TV and radio productions, direct marketing, public relations… In 2004, Audrey moved to Philadelphia to overview the marketing initiatives for a French pharmaceutical laboratory and participated in the company’s double- digit growth for 3 years. In 2008 she created Raison d’Etre, with the objective of bringing her corporate level knowledge and experience to the small business industry. To keep up with the constant changes in the marketing and advertising world, Audrey is actively involved in the Philadelphia Advertising Club and Center City Proprietors Association, where she sits on committees.

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