What is creativity? ~Kenji Shiroto fires the starting gun~

What is creativity, fundamentally?

"Is it possible to expand business through creativity?"

That is the most significant challenge I am currently attempting to tackle.

But first

"What exactly is creativity?"

We must clarify this.
(How would you define it? Can you explain it in 15 characters or less?)

In my view, creativity is the power to solve difficult problems, the ability to find solutions to challenges, or the capacity to create something new.

Therefore, "making creativity your job" means you're being tested on your ability to keep thinking relentlessly until you find a solution.

Creativity is often perceived as something creative professionals should hone or as an innate talent they possess, but that's not the case.

I believe sales, administration, HR, and even more so, management, are where creativity is most essential.

Mr. Shiroto delivering a lecture at Dentsu Inc.'s Creative Planning Division 3 on August 5, 2019. (This column is a re-edited version of the lecture content from that day.)

The energy in the room surged as Mr. Shiroto passionately delivered his speech.

Sharpening creativity. How exactly?

So, how do we hone that creativity?

Hone practical knowledge. That's the only way. Practical knowledge means "methods that have been used effectively and produced results."

There's a reason I used the character for "fight" (戦う) in "実践" (jissen). Years ago, a client gave me an utterly nonsensical brief. When I argued, "Everything written here is full of contradictions, isn't it?", the client's advertising director said, "Show me your business card."

"See? It says 'Creative Bureau' right there. The ability to overcome contradictions is called creativity. If you can't do that, don't carry that business card around!"

That's how it went.

Hearing that, I couldn't help but think. Anyone can point out contradictions. Show me how you break through them. That's your job. In a way, it was a challenge to "fight."

Titled "The Past, Present, and Future of Creativity," this series explores the mechanisms and potential of creativity based on my own "real-world knowledge." In the next installment, the second in the series, I plan to clarify the mechanisms of creativity by examining past creative work.