Strategic Creativity

A visionary guide for organizations to harmonize the deep interplay between strategy and creativity

Strategic Creativity is the first book to address creativity from a strategic perspective. It discusses, through examples and theoretical reflection, how strategic thinking enables creative solutions—and why it is mistaken to conceptualize creativity and strategy as opposites. It argues that to change the present, we need to learn how to shape the future by embracing uncertainty and openness as an opportunity to create something new.

This book invites readers to engage with key questions surrounding how we live our lives, pursue our endeavours, and shape the future, proposing a model that applies to both individual practice and the larger whole. Core topics explored in this book include:

• The strategic importance of practices in acting creatively and ensuring creative practices succeed by designing strategically
• Establishing creative enterprises to help organizations move forward, such as by inventing “positive economies”
• Changing perspectives in curatorial strategies, connecting spheres through entrepreneurial strategies, and bringing worlds together through diplomatic strategies

Strategic Creativity earns a well-deserved spot on the bookshelves of artists, designers, researchers, entrepreneurs, and business leaders in creative organizations, political movements, and beyond seeking to act seriously yet playfully, ambitiously yet modestly, and seamlessly merge two dynamic concepts for a clear competitive advantage.

Introduction: The Basic Model 1

Part I How Does Strategic Creativity Work? 19

1.1 Acting Creatively: The Strategic Importance of Practices 21

1.2 Designing Strategically: Ensuring Creative Practices Succeed 36

1.3 Creating Value: Practicing Strategic Creativity 54

Part II How Does Strategic Creativity Take Effect? 71

2.1 Developing Individual Practice: “Du musst dein Leben ändern” 73

2.2 Establishing Creative Enterprises: “How an Organization Will Move Forward, Successfully” 88

2.3 Inventing “Positive Economies”: “Il me faut une économie positive!” 106

Part III How Does Strategic Creativity Establish Relations? 125

3.1 Curatorial Strategies: Changing Perspectives 127

3.2 Entrepreneurial Strategies: Connecting Spheres 142

3.3 Diplomatic Strategies: Bringing Worlds Together 158

Outlook: Toward the Future, with Strategic Creativity 177

References 197

About the Authors 207

Critical Acclaim 209

SIMON GRAND is a knowledge entrepreneur and strategy designer, researcher, and author. He is Associate Professor of Strategic Management and Management Innovation at the University of St. Gallen and a Permanent Research Fellow at Zurich University of the Arts.

CHRISTOPH WECKERLE is the Founder and Director of the Zurich Centre for Creative Economies (ZCCE) at Zurich University of the Arts. He is a researcher and consultant, also serving on the boards of European umbrella organizations and funding agencies.

Do we live as we mean to? Do we pursue endeavors that create real value? How committed are we to shaping the future, moreover a desirable one? Strategic Creativity: How to Shape the Future to Change the Present invites readers to engage with these questions and be inspired by the authors’ suggested answers, building on the core idea that to meaningfully reflect on and change the present, we need to “design” the future through creativity, strategies, and harnessing the dynamic interplay between the two.

Written by Simon Grand, renowned strategic management scholar and entrepreneurial researcher in the creative economies, and Christoph Weckerle, researcher and national and international consultant on creative economies, this book provides perspective shifting insights on:

• The pluralization of the present through asking “What’s going on here?” and “What if?”, thus connecting different answers to a more accurate model for creative practice
• Three different time horizons which open up a specific view of the future: operational (0-3 years), speculative (12-15 years), and the most challenging, strategic (5-10 years)
• Creative enterprises that help organizations move forward, such as through realizing entrepreneurial strategies and inventing “positive economies”

Whether you’re an artist, entrepreneur, researcher, or part of a creative organization, Strategic Creativity: How to Shape the Future to Change the Present offers valuable insights and practical examples on how to integrate strategic creativity into your work.

A first-of-its-kind guide to integrate strategy and creativity for long-term organizational success

In Strategic Creativity: How to Shape the Future to Change the Present, readers will find perspective-shifting insights on the dynamic interplay between strategy and creativity and how the two concepts can be harmonized to power growth and success throughout every level of an organization. Through in-depth examples and thought-provoking theoretical reflection, this book invites readers to think about how we live our lives, pursue our endeavors, and shape the future, proposing a model that applies to both individual practice and the larger whole.

Readers will find information on categorizing goals and actions into different time horizons, ensuring that lofty goals are considered and then realized, all while shorter-term objectives are not left by the wayside. The authors pay special attention to creating an accurate and holistic understanding of the present, because without a firm grasp on what is happening now, the future cannot be dreamed of, much less reached for through strategy and action.

Strategic Creativity earns a well-deserved spot on the bookshelves of all individuals involved in companies, creative organizations, and political movements seeking to act seriously yet playfully, ambitiously yet modestly, and seamlessly merge two dynamic concepts for a clear competitive advantage.