Creativity is vital for organizational success in today's rapidly changing world. However, creativity does not happen by chance - it must be intentionally cultivated through nurturing specific environmental and social conditions. As a leader, it is crucial to understand how to set up the right circumstances for creative thinking and problem solving to thrive amongst all members of your team.
Today we will explore the research-based organizational and interpersonal factors that foster creativity, and provide specific examples and recommendations for application within different industry contexts.
Establishing a Supportive Organizational Culture
A supportive culture lays the foundation for creativity to emerge at all levels of an organization. Researchers have found certain cultural traits to be consistently associated with higher levels of creative output (Amabile & Khaire, 2008). Three key dimensions leaders can influence are:
Risk-taking
A culture where failure is seen as a learning opportunity, rather than a liability, allows people to experiment freely without fear of punishment or embarrassment (Edmondson, 1999). Leaders can communicate that trying new ideas, even if they don't work out, is valued and expected.
For example, at Pixar Animation Studios, creator of Academy Award-winning films like Toy Story and Up, leaders foster a culture where "failure is OK as long as you are experimenting” (Rogers, 2016). This has enabled groundbreaking technical and narrative innovations. In contrast, cultures with a high aversion to risk discourage creative thinking that challenges the status quo.
Collaboration
Open sharing of knowledge across silos unlocks new combinations and fresh perspectives that spark creativity (Perry-Smith, 2006). Leaders can break down barriers between teams through cross-functional projects, social events, impromptu "jam sessions", and by promoting a friendly, rather than competitive, attitude.
At design firm IDEO, collaboration extends beyond internal divisions – clients are actively involved in brainstorming and prototyping sessions to generate the most innovative solutions (Kelley & Kelley, 2013). Leaders ensure no one works or thinks in isolation.
Achievement
A strong drive for excellence stimulates creative problem-solving, but must be balanced with self-determination to avoid unproductive pressure (Grant & Berry, 2011). Leaders validate effort and progress over immediate results, giving people confidence to experiment without fear of disappointing others' expectations.
Zappos CEO Tony Hsieh leverages this cultural trait to foster creativity - he encourages employees to "dream big" and supports ambitious goals and moonshot projects rather than focusing solely on short-term quotas or targets (Hsieh, 2010). This has nurtured innovation like their Holacracy structure and same-day delivery capabilities.
The Interpersonal Conditions for Creativity
Beyond culture, specific social and psychological dynamics shape individual creative expression. Leaders can intentionally craft circumstances at the interpersonal level:
Psychological Safety
A warm, supportive environment where people feel free to share unconventional or naïve ideas without judgment empowers creative risk-taking (Edmondson, 1999). Leaders model open-minded curiosity towards others' contributions and acknowledge that creativity emerges through collaboration, not competition.
At Google, "20% time” projects have enabled groundbreaking innovations like Gmail through fostering psychological safety for employees to experiment freely on passion projects. Similarly, former Medtronic CEO Bill George created an environment where “it is acceptable to be wrong as long as you are trying to solve problems" (George & Sims, 2007).
Diversity of Thought
Exposure to a range of perspectives, life experiences and cognitive styles is linked to more innovative outcomes through integrating more remote conceptual connections (Page, 2007). Leaders assemble cross-functional teams, introduce rotating job assignments, and seek input from outside experts to generate diverse viewpoints.
At Pixar, directors collaborate intensely with artists, technologists and storyboarders throughout the creative process. The diversity of skillsets and ways of thinking has led to unprecedented technical and narrative breakthroughs in their films (Catmull, 2014). Similarly, 3M encourages employees to spend 15% of their time on individual exploratory projects to incubate new ideas from varied perspectives.
Autonomy and Challenge
Employees are most creative when they have some autonomy over their work and face appropriately challenging problems that require innovative solutions rather than pre-existing routines (Amabile, 1988). Leaders assign open-ended problems, delegate authority, and check-in supportively rather than micromanaging progress.
At Toyota, production teams have autonomy over work processes on the factory floor which has led to continuous small-scale innovations in efficiency. Similarly, Starbucks store managers are empowered to tailor the customer experience to local tastes, enabling major innovations like specialized drinks and food menus unique to different markets.
Application in Specific Industries
The strategies above can be tailored to foster creativity within a variety of organizational contexts:
Technology: At companies like Google, leaders cultivate structured "innovation time" for employees to explore new ideas through 20% projects. Psychological safety is critical - ideas that fail don't jeopardize careers. Collaboration happens organically through open workspaces and "hackathons" where diverse teams rapidly prototype solutions.
Healthcare: Hospitals like the Cleveland Clinic foster creativity through programs that rotate clinicians across specialties to gain fresh perspectives. "Innovation labs" bring together clinicians, designers and engineers to rapidly prototype solutions to pressing problems. Psychological safety comes from empathetic, learning-oriented leadership rather than a culture of blame.
Education: Schools like High Tech High in San Diego encourage creativity through cross-disciplinary "Studio" classes where students collaborate to solve real-world problems. Teachers facilitate rather than lecture, empowering students with autonomy. A culture of achievement focuses on progress more than grades to reduce fear of failure.
Manufacturing: Companies like Toyota implement small, incremental innovations by empowering production-line employees to continuously improve processes. "Gemba walks" where leaders observe frontline operations generate new perspectives. Psychological safety and collaborative problem-solving unleashes employee creativity.
Conclusion
Creativity fuels innovation and competitive advantage in today's VUCA world. As a leader, intentionally cultivating the right organizational culture, interpersonal dynamics, and industry-specific conditions through the strategies outlined above sets any team up for success. Whether in technology, healthcare, education or manufacturing, encouraging creative contributions from all roles maximizes an organization's ability to thrive through change. Leadership plays a key role in nurturing the environment where new ideas can take root and flourish.
References
Amabile, T. M., & Khaire, M. (2008). Creativity and the role of the leader. Harvard Business Review, 86(10), 100-109.
Amabile, T. M. (1988). A model of creativity and innovation in organizations. Research in organizational behavior, 10(1), 123-167.
Catmull, E. (2014). Creativity, Inc.: Overcoming the unseen forces that stand in the way of true inspiration. Random House.
Edmondson, A. (1999). Psychological safety and learning behavior in work teams. Administrative science quarterly, 44(2), 350-383.
George, B., & Sims, P. (2007). True north: Discover your authentic leadership. John Wiley & Sons.
Grant, A. M., & Berry, J. W. (2011). The necessity of others is the mother of invention: Intrinsic and prosocial motivations, perspective taking, and creativity. Academy of Management Journal, 54(1), 73-96.
Hsieh, T. (2010). Delivering happiness: A path to profits, passion, and purpose. Hachette UK.
Kelley, T., & Kelley, D. (2013). Creative confidence: Unleashing the creative potential within us all. Crown Business.
Page, S. E. (2007). The difference: How the power of diversity creates better groups, firms, schools, and societies. Princeton University Press.
Perry-Smith, J. E. (2006). Social yet creative: The role of social relationships in facilitating individual creativity. Academy of management journal, 49(1), 85-101.
Rogers, C. (2016, March 16). The Pixar touch: How a little animation studio became one of the most innovative, admired companies on the planet. Fast Company. https://www.fastcompany.com/3058604/the-pixar-touch-how-a-little-animation-studio-became-one-of-the-most-innovative-admired-companies-on
Jonathan H. Westover, PhD is Chief Academic & Learning Officer (HCI Academy); Chair/Professor, Organizational Leadership (UVU); OD Consultant (Human Capital Innovations). Read Jonathan Westover's executive profile here.
