The words ‘creativity’ and creative have been hi-jacked by the world of advertising. The actual mean of word stands here for something definite to individuals who aware with Mad Men or Thirtysomething advertising stereotypes. Thus, the scenario contains the classic advertising where creativity was the pictorial, placement or replicate intelligence implemented at the end of new product procedure and occurred when it was period to market downstream.
The ancient concept of world ‘bumpers creativity’ from tactic or planning strategy or R & D. At all these sections were previously reserved for intellectuals, numbers crunchers, chemists, or forecasters. If ‘creativity’ were endorsed in these serviceable fields, the supplier and outcome would be postponed or uncertain.
We are learning that creativity is whatever which brings significance and value to its anticipated spectators. Intelligent companies are looking patter to move far from the ‘Just-Build-It-I-told-You’ model. In actual companies are determining that the purely logical way of tackling strategy or R & D has many restrictions than benefits. To grasp the attention of world effectively, companies are learning to capture the creative upstream. Hence, this change indicates that we have progressed from industrial Era to the Age of Innovation.
Therefore, upstream creativity means the basic business strategy and model is questioned in various formats – not just on worksheet instinctive downloads, drafts of latest version of the model and traditional market trends are part played a role on newly procedure. Upstream creativity means companies should engage themselves with their customers and find out to discover assistance for product and services. Upstream creativity means that there are signs, administrative chamber and sticky records in the boardroom. Upstream creative is the vibrant procedure which requires feet’s to develop and believes complete involvement from its entire team. Brilliant companies permit recursive philosophers to encounter, stimulate, even incite everything too status quo which prevents development.
Overall the essential thing is world has changed and now global economy is led by companies which consider invention as a significant. In this develop industrial Era; boom of creativity was utilized as a means to distinguish products downstream. Now, in this time of Innovation, perfect, consistent and suitable way to triumph in the marketplace is to get creative with the entire business, business model, R & D etc.
As James Bertrand said "Once we rid ourselves of traditional thinking we can get on with creating the future."
Welcome back, Creativity. Yes, you were lost on several floors of businesses from too long. Downstream, Upstream and everywhere. Implementation of creativity is worthy for business and good for innovation.