Creativity deficit identified in British businesses


Organisations are facing a ‘creative deficit’ in preparing for the future, according to a new survey.

Business people are expecting greater changes in their marketplaces and increasing pressure for managers to achieve more with less. Yet a majority lack confidence in their own creative and innovative skills, with only one in four organisations providing resources or investing in training to enable their employees to come up with ideas.

When it comes to brainstorming - the most common technique used by 75% of managers, some 94% feel it does not make efficient use of their time and only 20% feel it generates good results. Most people brainstorm only when something is urgent.

The longest brainstorm discovered so far is a staggering 1½ days, although typically most sessions last between one and three hours.

Looking back on their education, most people felt it had failed to prepare them to be creative or innovative.

The survey among businesses across the UK was undertaken by creativity consultancy creativity@work, which is launching ‘The Ultimate Brainstorming for Results’ tour across the UK’s most creative venues. It enables delegates to get more out of their brainstorming, generate outstanding ideas, save time, reduce anxiety and achieve results.

“Clearly businesses need to face up to their Creativity Deficit – there is recognition of future challenges but not enough is being done in practice”, said Andy Green of creativity@work. “Yet, there are still many things companies could do to improve their creative abilities and potential to improve their prospects of future success”.

The UK brainstorming tour is organised by creativity consultancy creativity@work. The company has an extensive track record of enabling major blue chip companies such as L’Oreal and Ford Motor Company to improve individual creative skills and their staff’s ability to manage the creative dimension in their work.

creativity@work was founded by Andy Green, author of ‘Creativity in Public Relations’, the world’s first book on the subject, and co-author of ‘A minute with Tony Blair’ and delivers the Ultimate Brainstorming event with business partner David Taylor, a leading personal development coach.

The survey was conducted with 100 Business Managers during August and September 2003.

For further details please contact Andy Green of creativity@work on 0845 450 3210 or email

Ultimate Brainstorming for Results tour dates are:

London The Groucho Club 19th Nov

Brighton Media Centre 20th Nov

Manchester The Lowry 24th Nov

Glasgow Malmaison 28th Nov

Wakefield Wakefield Yorkshire Sculpture Park 8th Dec