At IDEO, we know that our greatest tool for innovation and problem solving is creativity. But from the time we’re children, we’re taught that creativity is only for some people, or that it’s something you lose as you grow older. It’s considered fanciful, rather than intrinsic to good design, and even business. To us, it’s the most important part of what we do, and helps us open our minds to discovering new solutions to tough problems.
Even just five years ago, in many companies, only some people had permission to be creative. But that’s changing—quickly. Creativity isn’t only important in fields like design and advertising, but in law, finance, and even medicine. A reliance on multidisciplinary teams means that everyone is expected to dream up novel and game-changing ideas. And as more jobs become automated, creativity as a skill will be more important than ever. It’s the tool everyone can use to break patterns, generate new ideas, and make big leaps.