A reader asked me to write about where the creative and the analytical intersect in business, and while I’m sure I’ve written around this topic before, I thought maybe I should try writing directly at it. Maybe by doing so I’ll hit on some things I haven’t covered or even thought about before. Maybe by doing so, I’ll express ideas in more concrete ways than I have before.
We do get better as we write more, after all.
Problem Solving is Creative.
What is creativity?
Creativity is defined as the tendency to generate or recognize ideas, alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others. Human Motivation, 3rd ed., by Robert E. Franken
This is just one definition of a concept that often defies such encapsulation. Creativity is often thought of as the domain of artists and writers, and while the creative ability is essential in these fields, it’s about so much more than art, music, and literature.
Creativity is about experiencing the world in novel ways, looking at things differently, and using that experience to find and develop solutions to problems. This may seem sterile, but if your creative act doesn’t solve some kind of problem, it will never make it in the public domain. Even art, despite the rarified position we give it in culture, is a tool used to solve problems.
In fact, one of the common ways to measure creative thought is the “unusual uses” test. This is a test in which a subject gives as many different uses as they can for a common object (a brick, for example). The more different uses, the more creative thought is employed.
This test measures creativity, and requires the subject to come up with practical uses for an everyday object; in short, ways that object can be used to solve problems.
Business is About Solving Problems.
What excited me the most in my study of business was coming to understand the whys behind business.
Before I get started, this is a sort of a starry-eyed description and is in no way intended to imply that all business is good or beneficial. There are obviously bad, exploitative businesses out there.
Business at its heart is about solving problems.
No, no, you say. Business is about increasing shareholder wealth!
Okay, well the truth is more complicated than that, especially these days, but even within this Friedmanist view, the way to build shareholder wealth is to solve problems. Specifically, to come up with solutions to problems that people will pay you for. Successful business (okay not all of them, some of them are terrible) do this well.
Solving problems, as addressed above, is not a purely analytical process. Problem solving skills are taught in an analytical way, though, so this is how we come to understand them.
But the truth is, effective problem solving involves both skill sets: the creative and the analytical.
Not Every Job in Business is Creative, But Some Are.
This is why business often requires multiple minds. Not because analytical thinking and creative thinking are opposites (they aren’t), but because we’re taught about these skills in very different ways, and so we tend to specialize.
So we end up with people who specialize in the creative, and spit out idea after idea regardless of their practicality. This is incredible, the ability to just generate solutions. It’s also one of the ways we now measure creativity in experiments and studies, actually.
But people who specialize in the creative often lack the structure (again, not due to inability, but due to how these skills are coded in the culture) to organize and execute these ideas.
So we also need structure specialists, and that’s where we have those who have specialized in the analytical. They can take those ideas, structure them, rank them, test them, and find the ones that are the best for any given situation. Then they can measure them and present the results in digestible and organized formats for the creativity specialists to iterate on.
Because these skills are culturally coded as opposites, we have structured most businesses to have different roles for the creative and the analytical, although we do see this separation breaking down in modern, effective business workplaces.
Creativity is a Business Asset.
The ability to take a problem and come up with multiple solutions is a tremendous business asset. Sadly, most workplaces are built not to encourage creativity, but to discourage, even punish it, because creativity carries risk, and successful businesses have a lot to loose. We waste a lot of creative assets in this way,
because of how we handle failure
Again, modern workplaces are getting better at encouraging their workers to practice creativity, but American business has a long way to go before they’re taking full advantage of this resource, in my humble opinion. There are still companies and roles in which creative workers are considered to be an unfortunate nuisance, a regrettable yet necessary part of the value chain.
But business has its fashions, and if “creativity” was the buzzword of the previous decade, “business analytics” is the buzzword of the current one. Business today is looking for data, reams of it, and the charts and graphs that go along with it. Whole business realms are now data driven in a way that simply wasn’t possible ten years ago, and this is the root of a lot of innovation. Not just in terms of supply chain efficiency and service effectiveness, but also in terms of sustainability.
But don’t let the data analytics buzz fool you; the people who are making new ideas out of that data are the same people that have always helped bring signals out of noise. Creative workers.
Creative is not the Opposite of Analytical.
This is something that took me a long time to learn, and I still think it’s something I haven’t fully internalized yet. While there is a degree of chaos and risk involved in creative work, the structure of the analytical and the mess of the creative are not opposites. You do not sit on a spectrum between analytical and creative. You in all likelihood have both skills, and have developed one in preference to the other due to how you were socialized as a child.
This is something I’ve struggled with most of my life. I was recognized early as a creative kid, an artsy kid. My parents encouraged me to develop that skill, and made allowances for my deficits in the maths and sciences. The message I received was clear; I was not supposed to be good at those things, because I was already good at this thing. And I labored under that belief for most of my life.
It wasn’t until I got to college (the second time) and pursued a business education that I came to realize that I did have analytical ability. It is not as developed as my creative skill, not because I lacked natural aptitude, but because I had not developed those skills. I had never been told I had those skills, or that I had the option to develop them.
During my second stint at college, I had the opportunity to undo some of that. I had opportunities to develop analytical skill. I was still behind where I thought I should be, because I had not been practicing these skills for the last twenty years. But I could get better. And I did.
And the secret is, gaining more analytical skill did not make me less creative. Because these two things are not opposites.
Business is Creative.
One of the things that stunned me most on entering the study of business was how very bright and interesting and creative my instructors were. Granted, I entered a focus (marketing) that tends to collect more creatively skilled people, but still. The use of creative skills in this field had to be structured by research, by process, by data.
Even classes outside of my concentration that required analytical frameworks only bolstered the usefulness of my creative skills.
I went from planning to be an art major to being a business major, and I never felt a single qualm about it. No sense of self-betrayal, and after I was embedded in the program, no sense that I was a poor fit for the field.
And that’s because business is creative, and creativity is business.