Episode 30

Closing the Creativity Gap

Despite a heightened focus on growth, businesses frequently sideline creativity. Even though unconventional thinking is exactly what’s needed to reach new levels of success.

Demand for chief creative officers has declined by 4% since 2018. And marketing roles increasingly prioritize analytical skills over creative talent. This week, Rob and Elena are joined by Chief Creative Officer Steve Babcock to discuss the growing creativity gap and how to fix it. Surprisingly, the answer might not be about hiring more people with “creative” in their title, but instead encouraging creativity across all areas of the organization.

Topics Covered

• [05:00] What is the creativity gap?

• [07:00] Creativity vs artistic ability

• [10:00] The importance of tying creativity to results

• [12:00] Domino’s Pizza tracker as an example of creativity driving business results

• [17:00] Restrictions can encourage creativity

• [20:00] The future of creative roles in businesses

Resources:

2023 Deloitte Digital Press Release

2023 MarketingDive Article

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