the “duh!” heard all over the ad world

According to another article from BusinessWeek online….

A survey from IBM’s Institute for Business Value shows that CEOs value one leadership competency above all others. Can you guess what it is? (Wait for it…..wait for it….)

Da-daaa-dummmmm! Survey says!

CREATIVITY!!!!??!?!

Really! I know what you’re thinking. That’s what most of us in the ad biz do every day — come up with creative solutions to meet the needs of clients for their products and/or services. And as it is for me, it’s deep within my core. That “what is that USP and how can we use it to compel people to buy/click/call” drive that isn’t fueled by Red Bull or other caffeinated beverages. It just is.

But I suppose there is a unique process for those in the biz world who play in different sandboxes. (Although I read a very interesting take on the current state of the ad world a couple of days ago that mentioned how the influx of big corporate conglomerates has given more power to the finance people than the creative department, but that’s a whole different story.)

Until now creativity has generally been viewed as fuel for the engines of research or product development, not the essential leadership asset that must permeate an enterprise.

In face-to-face interviews with our consultants, they said creative leaders do the following:

Disrupt the Status Quo. Every company has legacy products that are both cash—and sacred—cows. Often the need to perpetuate the success of these products restricts innovation within the enterprise, creating a window for competitors to advance competing innovations. As CEOs tell us that fully one-fifth of revenues will have to come from new sources, they are recognizing the requirement to break with existing assumptions, methods, and best practices.

Disrupt Existing Business Models. CEOs who select creativity as a leading competency are far more likely to pursue innovation through business model change. In keeping with their view of accelerating complexity, they are breaking with traditional strategy-planning cycles in favor of continuous, rapid-fire shifts and adjustments to their business models.

Disrupt Organizational Paralysis. Creative leaders fight the institutional urge to wait for completeness, clarity, and stability before making decisions. To do this takes a combination of deeply held values, vision, and conviction—combined with the application of such tools as analytics to the historic explosion of information. These drive decisionmaking that is faster, more precise, and even more predictable.

So, I guess I’ll continue to think “creative disruption” (as opposed to disruptive creative….which can get annoying really fast if not abso-freaking brilliant in concept and execution). It’s how I roll.

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