Creative Advantage Wp

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STYLESIGHT WHITE PAPER:
TURNING CREATIVITY INTO A
COMPETITIVE ADVANTAGE

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Creative Advantage Wp

  1. 1. TURNING CREATIVITY INTO ACOMPETITIVE ADVANTAGEKEY TAKEAWAYS• Inspiration comes from many places and it must be made actionable for users, regardless of where they find it.• The right technology creates an environment that supports creativity without stifling it.• Inspiration and enablement result in creativity that leads to competitive advantage. THOUGHT LEADERSHIP SERIES
  2. 2. CREATIVITY: ARE WE WHAT’S SO HARDOR AREN’T WE? ABOUT GETTINGCreativity provides competitive advantage. Whether it is innovative MORE CREATIVE?design, new functionality, or a way of marketing that taps deep intocustomers’ needs—creativity can result in “killer” products and The very nature of creativity makes it an attribute that can be inspiredservices. Companies that embrace and incorporate creativity as part but not imposed. Forget mandates and think play dates. The mainof their cultures tend to repeat success more frequently than those factors standing in the way of creativity today include:that don’t.For example, Fast Company’s list of The World’s 50 Most Innovative LACK OF TIMECompanies is led by Apple, and few people would argue that Apple is Creativity requires time and space. While businesses prioritizeone of the most creative companies ever. It is no accident that Apple efficiency and productivity, creativity includes lots of side trips andis also the largest U.S. company ranked by market capitalization— non-linear activities.outpacing the second-place corporation by $106.85 billion (OnlineInvestor, December 5, 2012). Creativity drives success, and the fasterthat an organization can marshall its creative assets and apply them MARKET PRESSURESto customers’ desires, the sooner it will begin to experience growth. In the fashion world, it takes weeks to go to shows, gather content, analyze influences, and turn inspiration into production. AcceleratingBusiness success driven by creativity also tends to drive overall time-to-market for new collections rarely allows time for the culturaleconomic growth. This conclusion is supported by data in the April and social immersion that drives creativity.2012 State of Create global benchmark study produced by Adobe.In this study, 80 percent of survey respondents from the U.S., U.K. IMMEASURABILITYGermany, France, and Japan said that creativity is key to driving It’s hard to measure return on creativity, so many companies are afraideconomic growth. to invest in it. SYSTEMS AND PROCESSES CREATIVITY DRIVES GROWTH Organizational processes and systems designed to hold people accountable for success stifle a firm’s creative teams. A company in which left-brain and right-brain perspectives continuously clash can paralyze its forward motion. INFORMATION OVERLOAD Finally, although the Internet provides instant access to millions of inputs and opportunities, it also can undermine your confidence that you are up to date and not missing something important. A regimented system State of Create global benchmark study, Adobe, April 2012 LEFT RIGHT for creativity will not BRAIN BRAIN work. Right-brainedThree in five respondents say that being creative is important to them. Logical RandomYet the very same study found that only 25 percent of respondents feel Sequential Intuitive creatives don’tthat they’re living up to their creative potential. Rational Holistic want a set of best Analytical SynthesizingHow’s that? Objective Subjective practices—they wantIf the vast majority believe that creativity drives business and economic Looks at parts Looks at wholes an “environment” ordevelopment, but a similar majority doesn’t think that they are living up a “playground.”to their creative potential—this is a big disconnect. If this disconnectcan be overcome, enhancing creativity in organizations can literallychange the world. When Brains Clash
  3. 3. LET CREATIVITY FIND CURATED CONTENT Attack information overload with curated content that brings theLOOSE best, most relevant information and inspiration to the top of the pile. Recommendation engines, curated collections of information, and filters help cut down creative “noise.”How does an organization begin to encourage creativity? Regardlessof whether you want to inspire fashion designers, truck mechanics, SUPPORT SHARING ANDscientists, or retail clerks—there are tangible things you can do tounleash them so that your organization can improve its competitive COLLABORATION Sharing and workflow collaboration is a critical underpinning ofadvantage. creativity. Research shows that most creative people benefit from working closely with other members of their team. Workspaces thatEMBRACE INSPIRATION support folder sharing, recommendations, updates, and notes to eachYes, it’s messy but you can create an environment that welcomes other help nurture creativity by simplifying processes.inspiration when it shows up. Embrace the fact that inspiration doesn’tjust come from one place or at certain times. It can come from awebsite, blog, magazine, billboard, overheard conversation, personalexperience, and other creative people. It can not show up for weeksand then suddenly explode. Help users feel powerful by making all oftheir inspiration actionable, regardless of where they find it.PROVIDE TOOLSSurround creative people with outstanding content and workflow toolsthat help them imagine and produce. Provide the left brainers with thesystems and structure they need, such as spreadsheets, databases,and analytics systems. Give the right-brainers the playground theyneed with tools such as media, images, video, access to inspirationworldwide, and others. Sharing and CollaborationUSE TECHNOLOGY EFFECTIVELYTechnology must support workflow. Give people the ability to work withthe things that inspire them by making ideas and information easy to LIBERATINGcollect, store, and use. Do you see a great shoe in Paris? Take a pictureand upload it to a cloud-based content folder. Read a product review CREATIVITY ATin a trade magazine and decide you need to have it? Make it easy tosource materials. Can’t attend a key trade show? Make it possible to STYLESIGHTdownload the presentations and videos. Stylesight is the industry-leading content and technology solution for professionals in the style, fashion, and design sectors. Our mission is simple—to inspire and enable creativity. The Stylesight platform provides a system for management to inspire creativity with demonstrable cost savings and return on investment. At the same time, it provides creatives with unmatched breadth and depth of images, proprietary expert content, curated information, and tools for search, storing, arranging, and sharing ideas and inspiration. Our 200+ person team combines proven forecasting and trend analysis, the industry’s largest image library, and workflow tools to make the creative journey more inspirational, as well as more efficient and cost-effective. Today, 3000 companies rely on Stylesight every day to be their eyes and ears in the most important fashion cities and to provide the latest trend, business, materials, and sourcing information. Our mission—to inspire and enable—is changing the face of fashion every day. Effective Tools; A Stylesight Workspace THOUGHT LEADERSHIP SERIES
  4. 4. Stylesight is the industry-leading content and technology solution for professionals in the style, fashion, and design sectors. Ourmission is simple—to inspire and enable creativity. The Stylesight platform provides a system for management to inspire creativitywith demonstrable cost savings and return on investment. At the same time, it provides creatives with unmatched breadth and depthof images, proprietary expert content, curated information, and tools for search, storing, arranging, and sharing ideas and inspiration.NEW YORK GLOBAL HEADQUARTERS: LONDON EMEA HEADQUARTERS:+1 212 675 8877 | sales@stylesight.com +44 (0)20 7613 6280 | uk@stylesight.com25 West 39th Street, 14th Floor Unit 1G | Zetland House, 5-25 Scrutton StreetNew York, NY 10018 London, EC2A 4HJHONG KONG APAC HEADQUARTERS: STYLESIGHT CHINA in partnership with CTIC:+852 2530 0553 | asiapac@stylesight.com +86 21 6278 7201 | china@stylesight.com702-703 7/F Winway Bldg. 50 Wellington Street 7F32 ShanghaiMart | 2299 Yan-an-xi-luCentral, Hong Kong Shanghai, China, 200336For more information visit www.stylesight.com THOUGHT LEADERSHIP SERIES

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