I read an interesting article by David Armano thro’ futurelab blog on the changing face and evolution of creative mind. This article to me clearly summarizes how organizations need to unleash a new creative environment to create a differentiated customer experience:
The perception of creativity itself is slowly but surely transitioning into a mutated and adapted life form. In the traditional world, a “creative” person usually meant someone with savant-like talents excelling in a specific creative discipline defined by fairly concrete parameters. Copywriters wrote copy. Art Directors directed art. There are still talented visual designers who can make anything look good. Brilliant copywriters who can come up with that magnificent tagline which stops you in your tracks. And don’t forget about smart, methodical Information Architects who devote their existence to usability and being an advocate for the end user.
This type of mind is capable of creating customer experiences which provide competitive advantage in a fast moving world where customers are increasingly calling the shots.