Sales of the Apple watch has surprised many, and it has become an important channel of revenue for the company.
Pink argues that left-brain linear, analytical computer-like thinking is being replaced by right-brain empathy, inventiveness, and understanding as skills most needed by business. In other words, creativity gives you a competitive advantage by adding value to your service or product and differentiating your business from the competition.
As Sam Palmisano said when he was CEO of IBM (2004), “Either you innovate or you’re in commodity hell. If you do what everybody else does, you have a low-margin business. That’s not where we want to be.” (1)
In 2012 IBM started reinventing itself to become a design company, investing $100 million USD to hire designers, and educate 100,000 employees to become design thinkers. (2) IBM helped expand design thinking at the organization over three years to penetrate one quarter of the entire portfolio, enabling $18.6M in increased profits.(3)
Creativity is the Most Crucial Factor for Future Success
IBM’s 2010 Global CEO Study (4)stated:
The effects of rising complexity calls for CEOs and their teams to lead with bold creativity, connect with customers in imaginative ways and design their operations for speed and flexibility to position their organizations for twenty-first century success.