In a recent and highly referenced study by IBM Global Business Services, a group of more than 1,500 CEOs in 60 countries and 33 industries agreed that “creativity” is now the most important leadership quality for business success.
Not “global focus”, not “integrity”, not even much heralded “sustainability”. Aim for “creativity.”
Steven Tomasco of IBM Global Business Services found the result surprising, considering that we have just emerged (hopefully) from a historic economic recession like most of these CEOs have never experienced in their professional lives.
In terms of actual percentages, 60% of respondents ranked “creativity” first. The second was “integrity”. (With all due respect to Steven Tomasco, we would suggest that this is the most surprising result in this era of “the end justifies the means” corporate governance.)
In fact, for those fortunate enough to have had access to the crystal ball of business success over the past few years, in our new “innovation economy,” that “creativity” comes first isn’t surprising. In fact, it is expected.
If there’s one secret to today’s business success, it’s the willingness and ability to continually reinvent one’s value proposition, deliver ever-increasing value to customers, and recognize that the consumer makes the decisions every time.
Consider that 88% of CEOs surveyed also rated “getting closer to the customer” as the # 1 focus area, closely followed by “people skills” (81%) and “insight and intelligence” (76%).
Creativity, soft skills, knowledge and intelligence … it all boils down to a consumer-driven success model.
The dominant companies in today’s market understand this. They work diligently to stay one step ahead of consumer needs. It’s no longer about the ability to respond, it’s about the need to anticipate. Give your customers what they want, even before they know they want it, and you will rise to the top of the competitive corporate food chain. Don’t, not even for a moment, and prepare to fall quickly.
So what does creativity have to do with all this? Why is it necessary to “think outside the box” to meet consumer demand?
Because your customers have no idea what they will want tomorrow, even if they want it now. And they won’t tell you; that’s too much work. They want you to tell them; And when they see it, they will know. Tell them what they want, and if they’re right, win the bronze ring. And if you don’t, surely someone else will.
There is a bit of alchemy involved in this, the ability to ask, “What if?”
“What if my clients had? How would it make their lives better, easier, and more productive?”
This business model is not for the faint of heart. It is not based on market data (focused backwards), proven successes (focused backwards) or established business practices (focused backwards). It is based on vision … and the ability to manifest it.
Apple gets it. Google too. Microsoft did it once. So did AOL and iomega and many others who stumbled, stumbled, and disappeared from the front pages of the business press. Business success means redefining yourself on a daily basis. These surveyed corporate leaders know it, even if they are not currently doing it. Those who will ultimately act on it will be present to respond to the next IBM survey. The ones that don’t ???
What if? That is the urgent question. Can you give us the answer?