Parameters of Creativity: A tool to measure cultural fitness David Levy [email_address]

Parameters of creativity Un-structured Structured Environment Non-conscious Conscious Thought process Lo High Urgency

Environment A foundation conducting a child development study A digital and direct marketing agency Towards the left: Organizations that require the germination of ideas over longer periods of time such as think tanks, academia, and certain aspects of movies studios. Towards the right: Organizations that must generate results-driven work product on a continual basis, such as creative agencies, law firms and other professional services. Un-structured Structured Environment

Urgency “ Let’s kick around some ideas to get things moving.” “ We have two days before we pitch the campaign to the client.” Towards the left: Situations that are early in process and/or have little time pressures, such as the beginning of writing a novel, early concept brainstorming and moments where ideas can come freely. Towards the right: Hi-pressure situations that require clear roles and responsibilities and defined deliverables, such as agency pitches, emergency management and athletic competitions where specific outcomes are demanded. Lo High Urgency

Thought process “ I do my best thinking while I’m riding my lawn mower.” “ I need that contract finished by 8am or we’re toast!” Towards the left: People who need space and time to think and create, such as researchers, novelists, strategists Towards the right: People who thrive on “action” and pressure, such as creative directors, traders, athletic coaches, actors. Non-conscious Conscious Thought process

We are all of these things Most people can be successful at any point in the continuum Your spot on the continuum is fluid But most people thrive in one environment more than the other

Most people can be successful at any point in the continuum

Your spot on the continuum is fluid

But most people thrive in one environment more than the other

Implications Human resources Hiring practices should reflect the type of environment and corporate culture, the particular demands of a particular position and the applicants comfort level on the continuum Organizational Different competencies may require different types of thinking and thinkers Organizations should be able to create the kinds of environments that are required to attract talent and compete in the marketplace Personal Each person should know his/her preferred work zone

Human resources

Hiring practices should reflect the type of environment and corporate culture, the particular demands of a particular position and the applicants comfort level on the continuum

Organizational

Different competencies may require different types of thinking and thinkers

Organizations should be able to create the kinds of environments that are required to attract talent and compete in the marketplace

Personal

Each person should know his/her preferred work zone