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should provide obviously superior value for Promoting creativity is affordable for SMEs,
customers, and Competition: Customers should which will surely help develop the right attitude
find the offering consistently more appealing across the company. With abundant creativity,
than the alternatives.” In other words, with a Innovation will happen sooner or later,
specific and identified need in focus, one narrowing the necessary budget for change
should offer innovative solutions which have once the “people” factor is already an asset and
added value to the customer, compelling him to does not need outsourcing.
buy! A few suggestions on how to endorse
The same author identifies three common creativity inside SMEs may include: Reward
and consequent mistakes when using this creativity (Not every idea will be a success, but
framework. Starting from an inadequate significant breakthroughs will not occur if the
identification of customers' needs and taking company always bets on old ideas), Hire the
customer feedback for granted may lead to right people (In the context of creativity, the
spending too much money on an ill-defined “right” people are not just “the creatives.” The
approach that will generate negative results. secret is in diversity and the confluence of
various points of view, cultures, and skills.), Do
ENDORSING CREATIVITY not accept the first proposition (Creative
In 2014, Forrester published “The Creative thinking is stimulated by broadening the scope
Dividend: How Creativity Impacts Business of ideas with a simple, “Yes, and ...”, encouraging
Results” White Paper, which stated that 82% of exploration of ideas to exhaustion.), Implement
companies surveyed agree that companies flexible work schedules (Creative thinking does
that are more creative gain more significant not come on demand, nor does it come in the
business benefits like revenue growth and traditional “9 to 5” work model), and finally, Allow
market share. recovery time (Creativity can also generate
overload, and highly creative people are also
subject to burnout. It is necessary to allow for
recovery times.).
THE IMPORTANCE OF PEOPLE
Whether an economic downturn, a
catastrophe, or a global-scale event, extreme
situations often present opportunities to
observe the best side of people. Although Covid-
19 made a sudden and probably lasting impact
on humanity overall, there is no reason to
believe companies cannot grow as consequent
shifts in the market offer opportunities for
repositioning through Innovation.
Generally accepted, for its importance in
Imagem 2. Most Agree Business Benefits from corporate growth, innovation initiatives must
Creativity. Source: The Creative Dividend, Forrester contemplate feasible actions; otherwise, they
Research Inc. are just good ideas.
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