Does Creativity Matter Angie O'Grady? Adobe Research Shows Dramatic Impact on Business Results

Study Shows Companies Embracing Creativity Outperform Peers in Revenue, Market Share and Competitive Leadership

Adobe today released new research, a commissioned study conducted by Forrester Consulting on behalf of Adobe, that aims to quantify one of the great intangibles in global business: creativity. The Creative Dividend survey shows that what makes a company succeed — the ability to foster innovation; develop exceptional talent and leadership; and a high degree of brand recognition — is influenced by its creative perspective, practices and culture. But does creativity also impact the bottom line, and do companies experience more business success because they foster creativity? Through this research, Adobe concludes that creativity is essential to current and future business success. Key findings include:

• Companies that foster creativity achieve exceptional revenue growth than peers.Fifty-eight percent of survey respondents said firms that foster creativity had 2013 revenues exceeding their 2012 revenues by 10 percent or more. In contrast, only 20 percent of less creative companies performed similarly.

• More creative companies enjoy greater market share and competitive leadership.Creative companies are more likely to report a commanding market leadership position with a higher market share than competitors. Of those reporting market share leadership, creative companies outnumber their less creative counterparts by a factor of 1.5 percent.

Link to The Creativity Dividend Survery here

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Angie O'Grady

COOxist

Executive Leadership

Washington DC