Creativity an asset that adds real value

There are only three pure colors — red, blue and yellow — but look at what Michelangelo did with those three colors. There are only seven notes, but look at what Chopin, Beethoven and Vivaldi did with those seven notes. President Abraham Lincoln’s Gettysburg Address contained fewer than 275 words, and most of them had one syllable. Think of the impact those simple, direct words have had on our society. There are only 10 numerals, but look at what Bernie Madoff did with them. Never mind ... that was way too creative.

My point is that creativity is very basic, incredibly necessary and all too rare in business.

The American Marketing Association did a study several years back, asking 500 CEOS and company presidents: What do you have to do to survive the next five years? A whopping 81 percent said creativity and vision. Now get this: Of the 500 surveyed, 81 percent of them said that their company was not doing a good job at it.

Statistics indicate that between the ages of 5 and 17, there is an extreme decline in a person’s creativity level. And as we age, our creativity drops even more. Don’t let it. Get rid of that “we-are-not-creative” attitude.

As Dr. Seuss said: “Think left and think right and think low and think high. Oh, the thinks you can think if only you try!”

I love to study creative companies. My theory is that they have what it takes to be successful because their customers appreciate the thought that goes into their products and services. Let me tell you about one of the most creative people I’ve ever met. On a trip to New York, I was shocked to get into a shiny, clean cab, with a stereo playing beautiful music. The smartly dressed driver handed me a laminated card and said: “Hi, I’m Wally, your driver.” On the card was his mission statement. A mission statement! It said he was going to get me to my destination in the quickest, safest and cheapest way possible, in a friendly environment.

As we pulled away, he asked me if I was hungry. As I recall, he had an apple, banana and a Snickers candy bar. Then he asked if I would like to read something, and he had that day’s editions of The Wall Street Journal, The New York Times and USA Today laid out on the seat.

He asked me if I had a favorite kind of music I would like to listen to and if the temperature was comfortable for me.

I asked Wally how long he had been doing this, and he said a couple years. I asked him where he learned to do all this, and he said he heard it on TV from a selfimprovement guru.

I had to ask Wally how much extra he gets in tips each year because of all his efforts. He said $20,000 to $25,000.

Trust me, creativity like that is priceless!

Mackay’s Moral: If necessity is the mother of invention, creativity is the fairy godmother.