Essential

Take
a creative approach

There are four main approaches to work, which everyone puts into effect more
or less according to their personality and their role in the company. But even
when one's personal style leans more towards proven methods and predictable
results, it is possible to think outside the box and take a creative approach.

Different approaches

Four approaches Two axes

The four main approaches to work take the form
of the following profiles
• The organizer, whose aim is that things run
smoothly, with well-defined processes and risks
kept under control
(Example: Management controller)
• The competitor, who seeks results and
performance, trusting their instinct
(Example: Salesperson)
• The strategist, who seeks to develop a well thought
out vision of the future and turn it into an action
plan
(Example: Management consultant)
• The creative person, who experiments, tries out
new things to innovate and change the rules of the
game
(Example: Designer)
Behind these four approaches are two major
structural axes.
The horizontal axis shows that in work you can focus
either on the objective (the goal to be achieved) or
on exploring new ways of doing things (the goal is
the journey).
The vertical axis expresses the fact that work can be
approached in a rational way ("I analyze the data,
I forecast, I look at the discrepancies with the results,
I make corrections") or by experiencing emotions and
relying on intuition or instinct.
The intersection of these two axes is where the four
above-mentioned approaches meet.
Reasoning
STRATEGIST ORGANIZER

Exploration Outcome

CREATIVE
COMPETITOR
PERSON

Feeling

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Take
a creative approach
Everyone has their own approach, but...
Clearly, everyone tends to operate in a certain
way at work, with their own preferred approach.
Each position in the company tends to select and
encourage the expression of a particular profile
(Example: The competitor in the sales position).
The creative approach
Thinking about things holistically
Firstly, try to have an overview of the issues that
require a creative solution, because "the whole is
more than the sum of its parts"... whether it involves
running a team effectively or making a new proposal
to the customer.
Example: Buying a car is more than just buying an
engine, the bodywork and 4 wheels. It is the purchase
of a safe means of transport for your children, or
a vehicle that reflects your personal style.
There can be a problem with team performance in
terms of motivation and enthusiasm, and also in
terms of action plans, processes implemented or the
ability to deliver results. A successful customer offer
is not only a concept that appeals to the customer,
but also a good business strategy, slick production
and distribution, and effective marketing. In fact,
a creative approach combines the four profiles
that we have seen previously.
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Essential
There is no doubt that the pressure of efficiency
and short-term profitability makes being creative
the most difficult approach to implement in
organizations. Following the four tips below will
help you to instinctively explore new avenues,
thus bringing out a more creative approach.
Accepting paradoxes
New ideas sometimes emerge when you defy normal
logic or the usual way of seeing things. This means
accepting facts or hypotheses that are apparently
contradictory but which in the end are reconciled
harmoniously. For example, "Yes, you can be effective
in business by working on personal projects." This
is what a company like 3M understood when it
enabled its employees to spend 20% of their work
time on personal projects... and this increased their
contribution to the company in return. In the same
way, many seemingly paradoxical products may see
their innovative approach meet with resounding
success.
Example: A smartphone without a keyboard can be
a success... as the iPhone has proved.
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Take
a creative approach
Identifying the things that make a difference
Similarly, creativity can also be observed in the ability
to see beyond the obvious, to identify what others do
not see and which nevertheless underlies reality.
Example: Isaac Newton did not just see the apple
falling from the tree; he also “saw” the universal
law of gravity.
This attitude means the ability to look at things from a
different point of view, to put yourself in the position
of others, regardless of whether they are the customer,
another staff member or partners in the business. It
means immersing yourself in their world, sharing their
feelings, seeing whatever is a problem for them or
what could improve their experience. Many product
innovations see the light of day in this way.
Example: The airline that identified the need of some
passengers to be reassured offers soothing mood
lighting and flexible meal times.
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Essential
Leveraging creative energy
It is particularly difficult to make people be creative.
Creativity cannot be imposed or produced to
order. It is more about the flow of ideas, a common
passion that must be encouraged and channeled. A
stimulating and supportive attitude which creates,
energizes and galvanizes a common passion is more
effective in causing new ideas to emerge than an
approach based on domination and control.
Example: This is the basis of the principle of goodwill
during brainstorming, which means that critical
judgment needs to be set aside regarding the ideas
that the members of the group put forward.
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