Read Fast Company Article 05.16.19WORK SMART Being creative matters less than you think it does You might conclude that innovative companies must be full of creative people. Here’s why that’s not necessarily true. Being creative matters less than you think it does Thomas Edison [Photo: Library of Congress, Prints & Photographs Division, [ LC-DIG-cwpbh-04044] BY ART MARKMAN I live in Austin, Texas, where there are plenty of startups, each claiming to be more innovative than the last. It’s a good marketing approach: When companies innovate, they have the opportunity to transform markets and poach customers from competitors. So why not broadcast that message far and wide? Of course, what these companies are really talking about is creativity. Successful companies must have people within them who have interesting new ideas to develop and bring to market. Logically, you might conclude that truly innovative companies need to be stocked with highly creativ...
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