Creative Wings

 Climate for Creativity: a quantitative review

by Hunter, Befell & Mumford, 2007

"Innovation and creativity as its prerequisite, are high priorities on the strategic agenda for those
who lead, manage, and work in organizations. Meeting the innovation challenge requires taking
a systemic approach – focusing on the people involved, the methods they are applying, the
environment within which they are working, as well as the desired innovative results."

Full Report:

Imagination for Business

“Imagination for business means giving your people better access to knowledge and the freedom to offer visionary solutions to improve productivity across the individual, workgroup and organisational levels” – Mr Craig Manson, Director Canon Business Imaging Australia.

Canon’s Imagination for Business report is the result of a 12 month research project conducted in 2011 to investigate the role imagination plays in Australian organisations and how it relates to productivity, people management, revenue, product development and learning.

Canon formed a partnership with the School of Education, UNSW. We designed an experiment for members of Canon’s business imaging sales team to see what effect engaging the imagination had on the effectiveness of a new training module. Participants were split into two groups and completed multiple choice tests on product knowledge before and after an e-learning program. Both groups were given different learning instructions. The imagination group was instructed to use their imagination to learn concepts and procedures about a Canon product and the study group was instructed to use traditional study methods.

findings from the survey were as follows:

Imagination is one of Australia’s most underrated assets.

  • When asked to rank a list of 15 workforce characteristics, imagination was given the wooden spoon – tying with ‘tenacity’ for last place.
  • Only 36% of Australian businesses said they train people how to apply their imagination to their work.
  • Less than half of all respondents (47%) said they actively try to harness and share imagination in their workforce.
  • Forty-six per cent of organisations believed that imagination was related to a company’s productivity levels but only 38% believed that imagination was related to a company’s revenue.

Imagination is linked to revenue.

  • Organisations that said that they value and harness imagination were the highest earning companies.
  • High revenue companies were more likely to say that ‘We reward imaginative people in our company through promotion and pay rises.’ (45% of those with > $100 million, versus 27% of those with <$10 million).

Imagination is also underrated in the learning and development space.

  • Only 36% of survey respondents said they train people how to apply their imagination to their work.
  • Less than half (47%) said they try to harness imagination in their staff through training and workshops.

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Universal Concern that Creativity is Suffering at Work and School

SAN JOSE, Calif. — April 23, 2012 — New research reveals a global creativity gap in five of the world’s largest economies, according to the Adobe® (Nasdaq:ADBE) State of Create global benchmark study. The research shows 8 in 10 people feel that unlocking creativity is critical to economic growth and nearly two-thirds of respondents feel creativity is valuable to society, yet a striking minority – only 1 in 4 people – believe they are living up to their own creative potential.

Interviews of 5,000 adults across the United States, United Kingdom, Germany, France and Japan expose surprising attitudes and beliefs about creativity, providing new insights into the role of creativity in business, education and society overall.

Workplace Creativity Gap
The study reveals a workplace creativity gap, where 75% of respondents said they are under growing pressure to be productive rather than creative, despite the fact that they are increasingly expected to think creatively on the job. Across all of the countries surveyed, people said they spend only 25% of their time at work creating. Lack of time is seen as the biggest barrier to creativity (47% globally, 52% in United States).

Education Concerns
More than half of those surveyed feel that creativity is being stifled by their education systems, and many believe creativity is taken for granted (52% globally, 70% in the United States).

“One of the myths of creativity is that very few people are really creative,” said Sir Ken Robinson, Ph.D., an internationally recognized leader in the development of education, creativity and innovation. “The truth is that everyone has great capacities but not everyone develops them. One of the problems is that too often our educational systems don’t enable students to develop their natural creative powers. Instead, they promote uniformity and standardization. The result is that we're draining people of their creative possibilities and, as this study reveals, producing a workforce that's conditioned to prioritize conformity over creativity.”

Creativity Rating: Japan Ranked Most Creative
The study sheds light on different cultural attitudes toward creativity. Japan ranked highest in the global tally as the most creative country while, conversely, Japanese citizens largely do not see themselves as creative. Globally, Tokyo ranked as the most creative city – except among Japanese – with New York ranking second. Outside of Japan, national pride in each country is evident, with residents of the United Kingdom, Germany and France ranking their own countries and cities next in line after Japan.

The United States ranked globally as the second most creative nation among the countries surveyed, except in the eyes of Americans, who see themselves as the most creative. Yet Americans also expressed the greatest sense of urgency and concern that they are not living up to their creative potential (United States at 82%, vs. the lowest level of concern in Germany at 64%).

Generational and gender differences are marginal, reinforcing the idea that everyone has the potential to create. Women ranked only slightly higher than men when asked if they self-identified as creative and whether they were tapping their own creative potential.

Four in 10 people believe that they do not have the tools or access to tools to create. Creative tools are perceived as the biggest driver to increase creativity (65% globally, 76% in the United States), and technology is recognized for its ability to help individuals overcome creative limitations (58% globally, 60% in the United States) and provide inspiration (53% globally, 62% in the United States).

About the Adobe State of Create Study
The study was produced by research firm StrategyOne and conducted as an online survey among a total of 5,000 adults, 18 years or older, 1,000 each in the United States, United Kingdom, Germany, France and Japan. Interviewing took place from March 30 to April 9. The data set for each country is nationally representative of the population of that country.

For more information on the research results visit:

About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more information, visit