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The classic approaches to creativity (like brainstorming) tend to frustrate employees and so, 'practical creativity' is the order of the day, according to Alan Iny, senior specialist for creativity and scenario planning at BCG. The key to this kind of practical creativity is 'doubt' according to research.
Most people would believe that to be creative, they need to bring smart people in a room with flipcharts and snacks. However, chances of finding something useful are remote. If they start with doubt - challenging some of their existing assumptions after identifying them - they will be more productive. For example, Google changed from the world's best search engine to a company that wants to 'know everything'. Consider the 1851-founded Reuters. Early on, Reuters used a fleet of carrier pigeons. Then, decades later, phenomena like the telegraph, radio and fibre-optic cables came about. To stay in the business, Reuters had to transform itself. The moral: Even to stay the same, you have to fundamentally change.
