Creativity as a success factor drives companies forward

Yesterday saw the publication of "Success Factor Creativity," the first study in Germany to measure the effect that business creativity has on companies in a competitive environment. The most important result in advance: Creative companies are demonstrably more successful. The central question: What do creative companies do differently than others? Our answers met with great interest in the trade press.

The study is published by the Hirschen Group and Bonsai Research - supported by Wirtschaftsjunioren Deutschland e.V. (WJD), Germany's largest association of younger entrepreneurs and a partner of the Association of German Chambers of Industry and Commerce (DIHK).

An above-average level of creativity actually makes companies more successful economically. Among the creative high performers, i.e., the companies for which a (very) strong correlation between creativity and corporate success was measured, it is evident that they experiment more, are more open to feedback and think more long-term than the average company in Germany. 75 percent of high performers like to try out new things early on, with the consciously accepted risk that individual measures may also fail. On average, only 46 percent of all companies have the courage to try out innovations.

The study (including detailed recommendations for action) is available as a free ePaper at: