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The importance of being not too earnest: Creativity in the boardroom

Author

Listed:
  • Euchler, Gordon

    (BBDO Germany, Germany)

  • Liedtke, Nils

    (McKinsey & Company, Belgium)

Abstract

Strategy has become ever more analytic, digital and data driven. Creativity is often a mere afterthought — only allowed to paint the products or services that were developed analytically. This paper argues that creative masterminds should take their rightful place in the boardroom and inspire companies for more imaginative and successful strategy. With three examples — T-Mobile, Volvo and O2 — we show how creativity can help to set the strategy, define the market and make products better.

Suggested Citation

  • Euchler, Gordon & Liedtke, Nils, 2020. "The importance of being not too earnest: Creativity in the boardroom," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(2), pages 123-130, September.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:2:p:123-130
    as

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    More about this item

    Keywords

    creativity; strategy; marketing; creative strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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