1. Creativity Is Not Enough.
- Author
-
Levitt, Theodore
- Subjects
COMMUNICATION in management ,INNOVATION adoption ,STRATEGIC planning ,CONFORMITY in the workplace ,PROPOSAL writing in business ,CREATIVE ability in business ,CORPORATE culture ,BUSINESS planning ,BUSINESS presentations ,ORGANIZATIONAL communication ,ORGANIZATIONAL effectiveness ,GROUP decision making - Abstract
Creativity is often touted as a miraculous road to organizational growth and affluence. But creative new ideas can hinder rather than help a company if they are put forward irresponsibly. Too often, the creative types who generate a proliferation of ideas confuse creativity with practical innovation. Without understanding the operating executive's day-to-day problems or the complexity of business organizations, they usually pepper their managers with intriguing but short memoranda that lack details about what's at stake or how the new ideas should be implemented. They pass off onto others the responsibility for getting down to brass tacks. In this classic HBR article from 1963, the author, a professor emeritus at Harvard Business School and a former HBR editor, offers suggestions for the person with a great new idea. First, work with the situation as it is--recognize that the executive is already bombarded with problems. Second, act responsibly by including in your proposal at least a minimal indication of the costs, risks, manpower, and time your idea may involve. Extolling corporate creativity at the expense of conformity may, in fact, reduce the creative animation of business. Conformity and rigidity are necessary for corporations to function. The purpose of organization is to achieve the order and conformity necessary to do a particular job; without it there would be chaos and decay. And large companies have important attributes that actually facilitate innovation. For one thing, big businesses distribute risk, making it safer for individuals to break new ground. For another, bigness and group decision making function as stabilizers, and stability encourages people to risk presenting ideas that might rock the boat. [ABSTRACT FROM PUBLISHER]
- Published
- 2002