Think about your industry for a moment. All of the advanced management approaches, tools to enhance productivity and lean processes have probably been introduced and adopted. So in a world that changes with blinding speed, what’s left? Increasingly, it’s creativity. Creativity unlocks new ways to serve customers that can give you a true competitive advantage. The problem? Companies don’t much like creativity. It’s unpredictable, unmeasurable and usually unreasonable. It’s also the common element behind every thriving company of any size. Even if you’ve never really cultivated creativity in your organization, it’s time to start. Your future may depend on it.