Can ‘Applied Creativity’ be the next ‘Design Thinking?’

Nick Law and Brendan Vaughan delve deep into a big new study Accenture Song's team just published on why so many companies struggle to actually turn their creativity into revenue. In other words, how to apply these ideas in a systemic way, not just have them in a bolt of creative lighting, only to see them fizzle and go nowhere in practice. The number that stopped me in my tracks: 81% of executives say their companies can come up with creative ideas, but only 16% say they consistently turn those ideas into actual growth. Nick unpacks the secrets of that 16%. He also gets into why he thinks most companies have built cultures that are exactly wrong for the AI moment we're in. Oh, and at one point, Nick calculates what a certain Beatles song would be worth in today's dollars — spoiler, it's a lot, for three minutes of work. Even if your colleagues aren’t quite as creative as Paul and John, there’s a lesson in here.