The word Creative conjures up very distinct images in the business world.
On the one hand, it refers to a number of individuals who have immense talent to turn vague client briefs into stunning advertising that powerfully connects the brand with consumers. Or they are overpaid pool players.
In a wider context, the word carries negative connotations. 'Creative Accounting' isn't too positive, whilst Finance Officers and Sales bosses of many companies continue to be wary of the word in the context of building business success.
Yet aren't we all creative? Every kid has a go with Crayola crayons, constructs something out of nothing, creates a story or has imaginary friends. All very healthy for the mind
Isn't it time to start celebrating Creative Thinking within organisations, rather than hiding it away?
That after all, is where great innovation stems from.