Creative qualifications might once have been known as “Mickey Mouse Degrees” but companies which prioritise creativity are far more successful, with above-average individual creativity and an organisational culture that supports creativity more likely to perform better financially than the industry average.
That is according to new the two-year Creative Leap project, which involved researchers from Aalto University School of Business and School of Arts, Design, and Architecture and corporate partners such as the Finnish Post Office, health food company Raisio Group and global chemical company Kemira.
It revealed that creativity can be measured concretely and that it has a direct link to business performance indicators. Companies have enormous creative potential, but much of it remains untapped.
Creativity often arises in surprisingly mundane encounters – at the coffee table, during lunch, or between meetings – rather than in formal brainstorming sessions where ideas are expected to emerge.
The research also shows companies with above-average individual creativity and creativity-supporting organisational cultures are more likely to perform financially above their industry average, while those scoring lower in both tend to underperform.
A decisive factor in achieving an organisational culture that supports creativity is leadership culture it reduces the risk of underperformance. High creative potential among employees can partially compensate for weaker leadership and increase the likelihood of exceeding the industry average.
Aalto University School of Business postdoctoral researcher in the Department of Management Studies Ana Paula Lafaire said: “It is precisely in these informal encounters that the ‘magic’ happens, creating an environment conducive to creativity.
“It is fuelled by spontaneous encounters in the hallways, a sense of humour, and a shared understanding that uncertainty is part of the process and failure is allowed. It’s about the little things that disrupt the established rhythm of work – that’s when creative ideas are more likely to emerge and flourish.”
Aalto University School of Business associate professor Eeva Vilkkumaa added: “Leadership is the strongest factor in strengthening creativity. If leadership is strong but the atmosphere supporting creativity is weak, the company will perform less well financially – good leadership alone is not enough.”
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