Everybody’s saying creativity is the currency of the future, but who is really building the infrastructure for it? The companies who indulge the ‘crazy thinkers’ are talked about, but still not the norm. The value of creativity itself, how to harness it, and the possibilities it holds – none of this is taken seriously enough. Which is odd, when you think of all the proof, the studies, the research we have amassed testifying to the upside of creative cultures. Google’s 20 percent rule seems innovative on one hand, which offers their resources to employees 20% of their time to develop ideas they personally feel are ‘the next big thing’.
