Jon Kolko, Author, Creative Clarity

Creativity is fundamental to driving the market. It's no longer a word used to describe aesthetics or the "icing on the cake"; creativity is a required competency for organizations who seek to identify new market opportunities, define new ways of running their business, and ship innovative products and services. But the creative process, and creative people, can be frustrating. The process is messy and organic, and the people are emotional and eccentric. Often, conservative companies who have established ways of doing and thinking have trouble attracting and retaining creative talent, who feel stifled by regimented processes, rules, and a hierarchical culture of consensus.