return Home

Developing space for creativity to thrive and move business forward

Creativity has long been considered an inherent talent rather than skill that can be learned, but creativity is rather a way of looking at the world, a certain state and perspective, according to Jamshid Alamuti, former MD at the Berlin School for Creative Leadership, speaking at the Digital Innovators’ Summit 2017.

“It’s been a long held belief that creativity is something you are born with,” Alamuti said. “But when it comes to creativity in business, this is a skillset.”

Jamshid Alamuti ()

Alamuti suggested if publishers put the right environment together, give their creative people the space they need, they could raise the value of publishers’ organisation.  “If you don’t give them the room they need, they will get bored and go,” he said. “[And] If you need innovation to survive, you need creativity. It is juice for innovation.”

Simplicity and embracing failure

Simplicity is important. “Creativity is striving for simplicity,” Alamuti said. “We forget that simplicity has value. We try to make things complicated to show their value. But that is not the case.”

The key to innovation is building on things someone has done before, he said. And to accept this process will involve failing, failing and failing again.  It is something most publishers don’t want to do, are scared of, as they don’t want to lose money or lose face, Alamuti said. 

If publishers want to embed creativity in their organisations, they need to look at whether they can fit their organisation around creativity and be prepared to take risks.

Can creativity can be managed?

Publishers manage their several resources, so there is no reason why they cannot they do same with their creativity (on a people and organisational levels)? 

Alamuti suggested that diversity energises people, as does the disposal of silos.

Publishers can move forward using creativity, but they need to curate space to promote it. “If you want to have creatives you need to give them the right space they need,” he said. “Create an environment where you can feel like home. Then not only your people will want to work there, but your consumers want to be part of it, too.”

In every organisation, there should be creatives moving the organisation forward and creating value. Creative organisations help their people become more creative, he said. “Creativity needs inspiration and provocation. Publishers can create both of them.”

More like this

John Wilpers showcases top trends included in new FIPP Innovation World Report

Quartz's Jay Lauf: Focus on human beings, not just technology

Voice is the next major disruption in computing - Amazon exec

Video strategies for a visual world - with AJ+ and AwesomenessTV

Media and marketing in a connected world

How VR, 3D will make journalism more immersive (plus what’s coming next)

Seven reasons to consider automated journalism, and how to get started

  • How a ‘digital guy’ ended up running a fast-growing print paper

    We speak to The New European’s editor, Matt Kelly, on pop up publishing, identity media and how a ‘digital guy’ has ended up helming this year’s most noteworthy print success.

    18th Oct 2017 Features
  • New skills will drive future publishing - FIPP chairman

    Without bringing newly skilled people into newsrooms, publishers will not succeed in the future. This was the stark warning delivered by Ralph Büchi, COO of the Ringier Group, CEO of Ringier Axel Springer Switzerland and newly elected chairman of FIPP, the network for global media.

    16th Oct 2017 Features
  • Monetising video: a work in progress

    One of the topics under investigation at this year’s FIPP World Congress in London was the term ‘pivot to video’ and whether, given the relative cost of producing video content off extremely low CPMs (some as low as 15 US cents), pursuing a video strategy one that is paying off for content owners.

    16th Oct 2017 Features
  • Proof that magazine media still deliver the best results for advertisers

    Magazines are a shortcut to quality and continues to deliver top results for advertisers, according to Linda Thomas Brooks, CEO at MPA, USA, said during a keynote on the second day of the FIPP World Congress in London (11 October) last week.

    16th Oct 2017 Features


Visit our Youtube channel



FIPP newsletters allow you to keep up with industry trends, research, training and events across the world



Get global coverage of your launches, company news and innovations

Go to Full Site