When creativity knocks,
let it in

By Jesper Strøm Madsen

10 min. reading time

Illustration of different faces saying "Fake News!"

Creativity isn't restricted to the world of artistic expression.

– Thoughts by Jesper Strøm, Creative Lead Guitar and Partner at Frankly

In a digital era, where businesses gather data about everything – and everyone – and all is measured in calories, carbs, and sugar and fat levels, creativity is the gateway to company progress.

Companies gather data in raw quantities. To be fair, it’s common sense to retrieve data to identify tomorrow’s challenges and possibilities. Data can create focus and overview; it can optimise and streamline business. And let’s be honest; these are all virtues appreciated by the biggest of big bosses.

But when – and how – will data actually evolve business? The short answer: When data and creativity are intertwined. Data equals knowledge, and that knowledge will be redeemed when creativity blossoms.

Allow me to elaborate.

You know it, and we know: creativity is an abstract concept. It's a notion, a quality that can't be seen or heard. So, what defines it? Creativity is the ability to condense a complex issue into something simple and useful that makes sense for a (specified) group of people. Only when you handle knowledge and insights from data with a creative touch, unique, obvious, and easy-to-understand stuff appear. In short, creativity makes problem-solving look smooth.



Creativity needs to be rolled out early in the process. When the 250-page analysis lands on the leadership's desk, you either have your assumptions confirmed or get new insights. The immediate actions will often equate to low-hanging fruits in terms of logical optimisation and simplification of your operations. But why settle for the low-hanging fruits when you can shoot for the stars and show the world your sparkle? Whether new knowledge is intended for internal or external use, it’s only when the creative concept, i.e., the good idea, surfaces, it becomes clear to everyone how to convert knowledge into a resourceful tool.

Animated dart arrow hitting bulls-eye

Creative companies = brave companies

Creativity is about understanding people. The best creative solutions come from the best insights into human behaviour; how people think and act. Data can – through creativity – be transformed into human needs. And human needs can steer your business towards new and exciting places. If you fail to use data to fulfil human needs, it stays irrelevant. As is the case with any other product or service.

Companies with a strong belief in creative and design thinkers as critical assets attract both (valuable) employees and customers. Sure, it takes courage for companies to bet on alternative approaches and make decisions based on new perspectives that may defy conventional mindsets. But if you dare to be brave and let creativity work its magic, you’ll come up with solutions far more vibrant than your competitors. It’s not a coincidence that concepts like ‘design thinking’ and ‘ideation’ have been prominent factors at the very top of the tech industry in recent years. As the tech giants currently dominating the world stock markets and our daily lives as consumers, data plays a crucial role, and solutions are constantly challenged with hard-hitting creative force for both meeting and creating human needs.

So – and be honest now – in which direction do you want your business to evolve: The generic or the unique one? The choice is yours!

Illustration of birds on a wire. One is off to the side by itself, several others are grouped together on the other side.

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