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Creativity: gain not drain.

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Vincent
PositionGBMW Round-up

Creativity in business can bring substantial benefits, according to a worldwide on-line and studio audience at a GBMW seminar organised by CIMA and the Institute of Management. Participants voted unanimously to agree that business creativity was a gain, not a drain, and 94 per cent said it was more important in periods of economic uncertainty.

"Creativity is vital to business success," said Raymond Turner, group design director at BAA. "If you don't encourage creativity within your business policy, then, at best, you will keep stable in the marketplace, at worst, your share of that market will shrink."

Dr Pierre Jungels, CEO of Enterprise Oil, agreed that without creativity his business would fail. "We need inspiration and creativity in order to attain our business goals. If we look for oil in the same places as everybody else, we're not going to be successful. We need to be creative and to encourage...

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