For designers, who ultimately manage their creative potential, it sounds like a truism: “An above-average degree of creativity actually makes many companies more economically successful,” write the authors of the study “Creativity as a Success Factor” (Erfolgsfaktor Kreativität, available in German) by the Hirschen Group, Hamburg, and Bonsai Research, Bremen, who were supported by the Wirtschaftsjunioren Deutschland e.V. (WJD). However, the focus of the study was not on design offices or agencies, but on completely normal companies across all sectors. For this purpose, the study group conducted a representative survey among 500 companies, as well as 200 interviews with entrepreneurs from the circle of the Junior Chamber of Commerce and 20 in-depth interviews with members of the management or board of directors of medium-sized and large companies.
The research team identified the high performers among the companies and compared their survey results with the average. Among other things, this revealed: An agile mindset, dealing with change in a situational and constructive way and accepting the permanent change processes that go along with it are a basic prerequisite for successfully operating companies. The study “Creativity as a Success Factor” not only succeeds in making creativity measurable, it also gives companies concrete instructions on how to become more creative. An approach that can only be good for all creative people in design – because the more creativity is anchored and promoted within companies, the better the chances of docking with design concepts and processes and finding acceptance for new ideas.
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