Nurture corporate creativity

Ward Alles

President and partner

Core Creative

Milwaukee

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“Most CEOs will tell you, ‘Our people are our most important asset.’ If that’s true, what are you, as a leader, doing to unleash the creativity that will lead to successful business ventures and happy customers? Look at it in buckets; one is tied to projects and the other to cultivating a thriving creative atmosphere and an engaged workforce.

“In Bucket No. 1, we clearly define objectives and create an atmosphere of ‘yes, and’ instead of ‘no, but,’ and creativity pours like a waterfall. Taking the time up front to understand what you want to achieve and the strategies you’ll utilize to get there gives a team tactical focus and creative energy. They’ll harness ideas that can truly impact your business. Sure, it’d be clever to have a mime at your trade show, but it’d carry more value if you’re selling white face make-up.

“In Bucket No. 2, it’s an omnipresent challenge: shaking boredom to cultivate the ideas that will jumpstart processes, customer reaction or shareholder value. Instead of wondering why you’re unable to squeeze creative energy out of your workforce, think about how you can refill their tanks. A rich creative atmosphere grows from valued opinions, healthy debate and employees who know their contributions play a vital role in the sum of your organization’s parts.

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“Whatever it is, give a team a target to hit. Ask your clients questions. Get your people involved, and they’ll identify opportunities to connect with customers and provide solutions your clients need.

“Questions. Opportunities. Objectives. Engagement. Trust. Big ideas.”

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