Effectiveness and Creativity Are Not Mutually Exclusive

I gave a paper today about objective-setting and how to measure effectiveness (perhaps I can de-brand it and insert it into this blog, like this, though I have forgotten how to do it!). It continues to surprise me how reasonably senior people see creativity and effectiveness as mutually exclusive.

Firstly, we are in a commercial industry. We don't make art.

Secondly, creativity has HUGE value in generating business value. That is to be celebrated. The more we can show the business effect of creative thinking and creative work the better we will all be.

Thirdly, though people may not get out of bed to create value for their clients -  they may do it for the creative bit for example - demonstrating value to clients SHOULD be part of the job. And if you are in client servicing in any way, and arguably we all are, there is no real get out.