How to implement creativity management

“All that could have been invented, was already” did that phrase was Charles Duell, director of the United States Patent Department, in 1889. It may be difficult to understand this sense of stagnation, even more if we are talking about more than 100 years ago. But this is the truth: it is difficult to look to the future and visualize new inventions. Now, that we have even reached the era of flying cars, the question comes even stronger: how to advance more than we have already advanced?   

In September last year, Brazil rose 5 positions in the global innovation ranking, reaching the 49th position 4TH place being the first place in Latin America. The statistic shows a growth of the country in the area, which is very interesting, mainly, to attract the eyes of new investors here.

But behind the growth of innovative companies, there is the creativity of a team involved. And that is where the big challenge comes in. Last year, 67% of Brazilian executives, heard for the research National Study on Digital Evolution and Business Innovation , found that they believe that organizational culture is one of the main factors that makes companies not innovate. But then, how to apply creative management in a company? Everything starts by investing in talent. Far beyond looking only for those who have the requirements of the vacancy, it is also necessary to worry about the whole, with the team that is building.

To understand the best way to do this, let's imagine a scenario. On one hand, we have the X team: where all employees live in the same region, are of the same race, attend the same places, have the same experiences and are inserted in the same social context. On the other, we have the Y team: each individual here, come from different places, go through different situations, consume different content and are of different races and classes. Which team is more likely to arrive at new ideas and solutions for the market?

Some companies already have this answer ^ earlier this year, the startup Blend Edu, revealed that last year, 72% of the companies heard in the survey , already had an area dedicated to diversity and inclusion management. The number shows how relevant the agenda is to today's society. This is because people inserted in different contexts, will build a diverse environment, bringing more ideas and points of view, which are fundamental to the creativity of a company. Do you know when we see such a great advertisement or product, that we ask ourselves how no one has ever thought of something like this before?.

But then, let's say you built your “dream team's” diversified: what comes next? Hiring is not a miracle solution, what will matter most is the post, is the management of employees IS a management team that cares about being creative, also need to look at the environment that is promoting for employees. And this is where many companies skid. According to consulting Korn Ferry, the mistake of most management, is to hire people from minority groups, but do not take the agenda seriously. Establish “cotas of hiring, thinking about diversity, but not worry about empowering and retaining employees, in addition to not provide a welcoming environment, will only sink the valuable talents and scare away.

Creative and innovative management go hand in hand. According to the National Confederation of Industry (CNI), a culture of innovation is composed of 8 pillars. They are: opportunities, ideation, development, execution, evaluation, organizational culture and resources. These words, briefly applied on a daily basis, will enable your company to be aware of the market, ready to face the challenges that arise. It is to look, first, inside 'to ensure that the processes, goals, employees, organization and values, are aligned and working well. Only then the structures will thrive with the growing challenges of the market.

We are in the era of Artificial Intelligence (AI). Today, in a few seconds, we can ask for technology to meet (almost) all our requests. With a few clicks, anyone with access to these tools, can create the most different thoughts. But amid so much progress, it is essential to remember that technology acts as an ally, and not as a substitute for the human mind. The work from a team formed by different talents, should not be underestimated. Companies that understand the importance of forming a creative team of people and investing in the resources needed to improve the quality of work, excel in the market.

A management team that cares about these issues, must follow trends and have leaders who are adept at innovation, in addition to engaging the team and stimulating creativity, and cherish the diversity and inclusion of professionals. These are habits that must be put into practice to achieve an environment conducive to creativity manifest. If your company does not invest and not follow what the market is asking (such as innovation, creativity and originality), it ceases to exist. This is the naked truth and raw IT suffices to remember big names in the market, which failed because“ stopped in time”.

The most valuable lesson I have learned in recent years, leading a latin american team in a technology solutions company, is that we need to reinvent ourselves always. Getting out of the comfort zone is a challenge and so much, but it is what we need to do all the time & sometimes we do not even realize how these changes can happen naturally. When we understand the need to adapt in the scenario in which we are inserted, rather than fighting this movement, it is when we can evolve.