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Managing for creativity.

Richard Florida1, Jim Goodnight

  • 1George Mason University, Arlington, VA, USA. florida@gmu.edu

Harvard Business Review
|July 21, 2005
PubMed
Summary
This summary is machine-generated.

Companies can foster creative capital by engaging employees and customers. SAS Institute demonstrates how managing creativity boosts productivity, innovation, and business success.

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Area of Science:

  • Business Management
  • Organizational Psychology
  • Innovation Studies

Background:

  • Creative capital, comprising innovative thinkers, is a company's most vital asset.
  • Traditional business models struggle to manage the creative process effectively, hindering efficiency and productivity.
  • SAS Institute, a leading software company, offers a successful model for harnessing creative potential.

Purpose of the Study:

  • To explore how companies can effectively manage creative capital to drive innovation and business growth.
  • To identify the key principles and practices that enable organizations to foster creativity and productivity simultaneously.
  • To analyze the SAS Institute's framework for managing creativity and its impact on business performance.

Main Methods:

  • Case study analysis of SAS Institute's management practices.

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  • Examination of SAS Institute's approach to employee engagement and customer collaboration.
  • Review of SAS Institute's framework for fostering interaction among stakeholders.

    • Main Results:

    • SAS Institute's success is attributed to its framework for managing creativity, focusing on intellectual engagement and minimizing distractions.
    • Managers are responsible for sparking creativity, and distinctions between management and creative roles are eliminated.
    • Engaging customers as creative partners leads to superior product development and delivery.

    Conclusions:

    • Fostering interaction and nurturing relationships among employees and customers is crucial for building future creative capital.
    • SAS Institute's management framework enables creativity and productivity to flourish, aligning flexibility with profitability.
    • A balanced approach to work and life, combined with dedicated effort, is achievable within this innovative management structure.