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After the entrepreneur has developed their innovative idea, they must now consider a crucial element related to executing the idea and bringing it life: the setting up of a creative working environment. LinkedIn carried out a survey which showed that 78% of professionals believe that company culture is one of the factors in deciding whether they want to work for a particular organization or not. How does this translate? Any business that promotes the pursuit of creative thinking is building a work culture that not only attracts, but retains employees as well.

Again, how does this translate for a startup? By providing opportunities for innovation (think brainstorming sessions and other group activities) and promoting autonomy in vital decision-making processes, entrepreneurs create a productive work environment. Results of research conducted by Deloitte revealed that the more diverse the team, the more innovative and capable they are in finding solutions to intricate issues. An entrepreneur should support prioritizing collaboration and reflection that encourages team members in the exchange of different perspectives and ideas. If they are given enough time to reflect and work on those ideas, they are more capable of tapping into creativity and innovation.

Jen Sincero (American writer, speaker, and success coach) believes that “what you choose to focus on becomes your reality.” For an entrepreneur, this means that the success of their startup depends greatly on the mindset they have adopted and their focus.

Their focus and resources, such as time, energy, finances, need to be firmly set on the objectives and strategies they have defined for their journey to success. The more an entrepreneur focuses on and prioritizes the factors driving their startup, the more likely they are to establish a thriving enterprise. As it states on page 83 of the Business Creativity Guidebook:

“Absolute focus equals total absence of interruption, disturbance, break or pause. Ideally, a truly focused mind should be so busy connecting with the object of its current interest that their attention span only hovers over the characteristics and singularities of such object, without ceasing.”

ON THE 14TH JUNE 2014, EDMUND PHELPS, NOBEL PRIZE-WINNER ON THE IMPORTANCE OF CREATIVITY AND INNOVATION SAID; ‘I’M NOT PARTICULARLY INTERESTED IN THE GROWTH OF PRODUCTIVITY, EXCEPT AS A MEASURE OF THE RATE OF INNOVATION. MY FUNDAMENTAL INTEREST LIES RATHER IN WHAT’S HAPPENING TO THE EXPERIENCE OF WORK AND OPPORTUNITIES TO EXERCISE CREATIVITY.’ FROM HIS STATEMENT, BUSINESS OWNERS MAY LEARN THAT THE GROWTH OF A FIRM’S PRODUCTION CAPACITY SHOULD NOT BE CONSIDERED A SATISFACTORY OUTCOME ON ITS OWN MERIT, BUT RATHER, IT SHOULD SIMPLY BE USED AS AN EFFECTIVE BENCHMARK TO ASSESS RATE OF INNOVATION OF INNOVATION OF THE COMPANY.

-(Business Creativity Guidebook, pg. 79)

Learning more about fostering a creative company culture and focus in Activity Four.