Joe Hart | July 16, 2021

The volatility, uncertainty, complexity, and ambiguity of the world means companies are under pressure to get more creative in addressing challenges and opportunities. That is not to say most companies do not have some level of creativity: in our survey of more than 6,500 employees across twenty-one countries and territories around the world, 82% said there are creative people on their team and nearly three-quarters of the respondents agreed that their colleagues are good at generating useful ideas.

Yet nearly 30 percent of respondents were unable to agree that it is easy to get support for these kinds of ideas in their organization. A truly creative company leverages people’s innate creativity by focusing it with a clear, compelling organizational purpose and supporting the transformation of ideas into innovation by maintaining an environment that encourages risk-taking and is characterized by psychological safety for everyone.