81% of leaders say their organizations can generate creative ideas. Only 16% very frequently turn them into growth. Nick Law, Creative Chairperson at Accenture Song, explains why applied creativity is a leadership issue—and the commitment, structure and expertise that separates those who can deliver it.
01. Why does applied creativity matter now?
“The gap between coming up with ideas and actually being able to execute them is where the opportunity lies. So you have to ask: Why is it so hard to execute ideas?”
Organizations overflow with ideas but rarely ship them. Law explains why “applied” is the word that matters most.
02. Are there different types of creativity businesses need?
“In the same way there are different types of technology, there are different types of creativity. We talk about the difference between inventive creativity and expressive creativity.”
Law unpacks the kinds of creativity that drive growth, why they almost never live in one person, and why connecting them is key to meaningful work that connects with customers.
03. What is the infrastructure for applied creativity?
“A creative culture celebrates creativity that’s useful.”
Law lays out the architecture of applied creativity—commitment, structure and expertise—and warns that only getting two of the three right is the same as getting none.
04. Why is visible creative leadership so important?
“It’s a practice, in the same way the CTO, the CFO, the CIO have one. They don’t just represent the idea of technology or finance—they run a team of experts.”
A successful infrastructure for applied creativity starts in the C-suite.
Read the fill article by Accenture Insights
