Approach

Most people associate creativity with a brainstorm – which isn’t unreasonable – but that perception limits the real value of creative thinking to business. Creativity is as vital to what people do in business as any other skill they’d learn at university or through on-the-job training. No other business skill allows people to create something new, or to develop a different solution or approach to an old problem.

Our process is a fusion of two foundations of strategic and creative philosophy: Perception Management, developed by Young & Rubicam and Burson-Marsteller in the 1980s, and Creative Problem Solving, originally outlined by Alex Osborn in his work Applied Imagination (1953), and expanded upon by Dr. Sidney Parnes and others at Buffalo State College’s International Center for Studies in Creativity in the USA.

Please download our two-page overview of Creativity v. Strategy here.