A Case for Creativity in Business - My Elevator Pitch

by Gopal Ramasammy-Cook (Career-Creative Coach, ZestWare)


Technology and globalization have facilitated the automation or outsourcing of routine work. Information used to be a highly prized commodity in its own right, but today, anyone with a computer and an Internet connection has access to an excess of information. To to remain competitive, business needs to move beyond the information age, and towards a creative age in which the real value resides not in the information itself, but in how it can be creatively harnessed to the benefit of the business and its stakeholders.

Socio-political change and economic upheavals are our constant companions. Technology is changing the world at an unprecedented rate as we speak. We can no longer wish away change. The viability of our businesses depend on the extent to which we can embrace change and turn it to our advantage. Creativity operates in the realm of possibility - it is not merely the domain of what is, but what could be, and as such it offers the most viable toolbox for business sustainability in changing times.

Humans are natural creators. Work is an arena in which most of us are able to manifest our creativity. When we are expressing ourselves creatively, we are creating value for our clients, employers, employees, shareholders, and other stakeholders, while simultaneously creating meaning and significance within our own lives. This is an energizing process, and a business that embraces and encourages creativity is likely to have an inspired workforce and delighted customers.


.