The Creative Dividend How Creativity Impacts Business Results “Creativity is an intangible characteristic that most every company aims to cultivate. So much of what makes a company succeed — the ability to foster innovation, exceptional talent and leadership, and a high degree of brand recognition — is influenced by its creative perspective, practices, and culture. But does creativity also impact the bottom line, and do companies experience more business success because they foster creativity? In May 2014, Adobe commissioned Forrester Consulting to investigate how creativity influences business outcomes. The study surveyed senior managers from corporations across a diverse set of industries to quantify and qualify how creativity impacts business results. We wanted to see if companies that cultivate creativity experience, what is termed in this study, a “creative dividend.” This study found that companies that embrace creativity outperform peers and competitors on key business performance indicators, including revenue growth, market share, and talent acquisition. They enjoy a high performance working environment, driven by progressive leaders and managers who provide processes, methods, and funding to back creative initiatives.” A Forrester Consulting Thought Leadership Paper Commissioned by Adobe Click the link below to read the entire paper. file:///C:/Users/dwalk/OneDrive/Desktop/Blogs%20and%20Articles/55563.en.creative-dividends.pdf