There’s no denying the fact that creativity and business work great together. Now, besides the obvious definitions of creativity, some can even go as far as saying that it is an idea that can help solve a problem. When looking at things this way, one can quickly come to the realization that creativity is not some sort of inborn talent that only a select few have, but something more real that doesn’t need to be a game-changer to be considered creative.

In today’s day and age when technology is disrupting the traditional business models and how things used to operate, companies have become increasingly dependent on innovation and creativity to stay competitive in the market.

It can also be somewhat safe to say that creativity is not only a way for businesses to gain a competitive advantage by also build a sustainable model that can resist long-term. The logic behind this is that creativity is what leads to innovation, which, in turn, is what results in this competitive advantage. 

The Benefits of Organizational Creativity

There are plenty of ways organizations make use of the creativity of their employees to add value to their business. One such place is new product development (NPD). With an increase in globalization as well as the rise of new technologies, customers are always on the lookout for improved products that can keep pace with this changing environment. 

What it means is that companies need to see the link between market needs and technologies, which is not always easy or straightforward. However, it can only be achieved by harnessing the awesome potential that is employee creativity, which can only be possible by having a creativity-oriented company culture.  

In other words, it will become increasingly hard for companies to enjoy any kind of competitive advantage without making use of creativity and, by extension; innovation. Not only will they be missing out on plenty of opportunities but also on running a more efficient organization. 

More or less, it implies that organizational creativity is not limited to only a handful of industries or influenced by the size of the company, itself. Creativity works equally as well in all situations, as long as its allowed to exist and thrive. 

The real challenge, however, when it comes to organizational creativity is not whether it provides a competitive advantage but rather if it can sustain it over a prolonged period of time, especially when faced with a growing competition. 

The fact of the matter is that it can, but only under certain conditions. It’s only when companies encourage their development teams to launch new innovative ideas that something like this will be possible. The conditions that favor creativity and innovation in employees are task reflexivity, information sharing, and emotionally intelligent supervisors and project managers. 

Conclusion

Faced with growing a competition, businesses today need to make use of whatever advantage they can get to remain relevant in the market. Luckily, however, organizational creativity can offer them the necessary competitive advantage to not only become obsolete but actually thrive in a constantly changing business environment. And the best part about it is that it’s available to anyone who is willing to use it, no matter the company size or the industry that they operate in. 

Question to reflect: how would be your company using organizational creativity as a competitive advantage?


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