Creativity can be defined as the ability to bring something original and valuable into the world. Just how important is creativity to business? Eighty-two percent of executives surveyed by Forrester agree that companies benefit from creativity. Among those benefits include increased revenue and greater market share. It’s why 58 percent of respondents said they set goals around creative outcomes, and why another 48 percent claim to fund new ideas spun out of creative brainstorming. Organizations today operate in a highly competitive, global environment, making creativity crucial. Creativity is what fuels big ideas, challenges employees’ way of thinking, and opens the door to new business opportunities.

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