Purpose and vision

Implementing creativity

In many instances, creativity has proven to be a driving force in solving problems within companies. It provides different insights and breeds innovation. Creativity seems to be elusive, though; wanting to direct creativity or force it out of someone almost sounds like a paradox. Still, every human being is capable of showing creativity and operating conditions have a great impact on the creative functioning of individuals and teams within organisations. In our research, we are on the look-out for ways in which workers' creativity can be implemented to the highest level. The aim is to gain a better understanding of the role of creativity in organisations.

Our three underlying principles

1. Certain tensions arise when creativity is encouraged and implemented.

• Should creative workers be given freedom of action or do you have to put pressure on them so they can come up with good ideas?
• Should you encourage or allow conflict and disagreement to arise or is cooperation more important?
• Should creativity and innovation focus on refinement and efficiency (exploitation) or on completely new markets, products and services (exploration)?

We have found that, in many cases, the right balance or combination of factors is what counts.

2. Organisations are systems which act on various levels.

Individuals work in teams or departments which shape the organisation together. For the purpose of understanding creativity and innovation, you have to take on board the relationships between individuals, teams and the organisation as an entity.

• How can an idea put forward by an individual ultimately further the innovative strength of an organisation?
• How does an organisational structure affect creative functioning of a team or an individual employee?

3. It is about conducting science together with and for the benefit of practitioners.

The purpose is to develop suitable-for-use knowledge which organisations can benefit from. Collaboration creates a win-win situation: organisations can utilise our knowledge and the latest scientific findings while we are eager to learn from organisational practice. We are doing this by providing tools and resources on our website, writing reports for participating organisations and organising activities such as seminars, workshops and a conference.