Volume 17

Volume 17 Letter From the Editor:

Creativity in business once referred to those ‘creatives’ who toiled long hours in advertising or similar design fields. Creative departments, hand-maidens to powerful media departments, used innovative messaging to power persuasion and differentiate brands. Yet creativity raised eyebrows with the numbers people who demanded creative accountability. How does it work? Will it move the dial? If it’s not science, what is it and how can it guide decision-making?

 “Creativity is intelligence having fun.” – Albert Einstein

For the past decade, technology-driven innovation has had a profound impact on how business is shaping change in the way we think about creativity. Iconic leaders such as Steve Jobs, Jeff Bezos, and Elon Musk showed us that genius in creative leadership is about imagining the possibilities through an openness to expressiveness and exploration, to enhance culture, productivity and supercharge competitiveness.

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