Sharing figurative expressions and sounds in creativity workshops

Words provide, as a communication and interaction tool, multiple benefits to organizations. This paper examines a creative process that enhances the ability of employees to be creative through the utilization of language. The study was conducted in a mid-size enterprise aiming to transform its corporate–culture to encourage innovation. To tactically perform this strategic ambition, a series of original creative workshops were organized. The workshops process consists in three different phases identified as: divergence, "in-between", and convergence.We pretend to get closer and experience the organizational culture core. As defined by Schein (1984), the culture core represents the basic assumptions and beliefs that are shared by members of an organization that operate unconsciously.It has been agreed to focus on the "in-between" phase, identified as privileged intimate moment of the workshop. The purpose is to analyze the constructive diversity of words produced in creative practices. We observe that words operate on people. Some linguistic units, particularly figurative expressions, giving color to language and creating social representations, play a significant creative role, generating an "adaptive value". Wemean by this, a created value which is at the sametime innovative in the marketplace and in the user's behavior to face our ever-changing world.