Creativity is associated with superior performance.  Although this McKinsey article discusses creativity in the context of advertising and marketing excellence, there are a number of concepts that translate across businesses and industries:

  • senior executives serving as role models for creativity and innovation
  • fostering a mind-set that prioritizes creativity and innovation
  • a view of (marketing) spend as an investment rather than an expense
  • companies with top rankings have a”near-fanatical devotion to understanding their customers”
  • reliance on data and analytics to understand customers

Read more about viewing creativity as a driver of business value and growth.