Creativity and Innovation through the eyes of Luc de Brabandère
Expert opinion. Luc de Brabandère, Boston Consulting Group Senior Adviser, explains his perspective on creativity and innovation. He believes that although both are drivers of change, innovation and creativity nevertheless remain two distinct concepts, contrary to the frequent current habit of referring to the two as interchangeable. Luc gives us his definition of these concepts, backed by practical examples to illustrate his point.
Innovation : the ability of a group of individuals to change the reality of things
Creativity :the ability of an individual to change the way he or she sees things
These then are Luc de Brabandère’s definitions of creativity and innovation. So the two concepts coexist, and one can drive the other, but each has its own unique features, which are important to understand and highlight in order to use them effectively.
This Senior Adviser to Boston Consulting Group believes that innovation is not necessarily reliant on creativity. For example, a restaurant owner who copies the menu of the restaurant next door may be innovative, but shows no creativity. Conversely, creativity does not necessarily involve innovation if, like the computer mouse originally created by Xerox, the object created stays in its box doing nothing to change the IT experience.
When it comes to creativity and innovation, the company is not a complete model, according to Luc de Brabandère. Companies must sometimes grasp the need to effect radical change, as IBM did 30 years ago when the company had fallen behind in the PC market. To turn the situation around, its CEO selected 150 employees to work outside the structure of the company, its rules and procedures, and gave them a year in which to create the PC that IBM needed.
This method, which proved successful, is just one example of step-change models used to drive creativity and innovation for the benefit of companies, market needs and business sectors.