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It defines creative thinking, cites predictions about future job disruption, and highlights research findings: many workers view themselves as creative, yet report stifled innovation, uninspiring environments, high stress, lack of formal training, and workloads that block imaginative thinking. The chapter introduces how employers, workspace design, expert partners, and technology can better support creative capability.",{"@graph":69,"@context":123},[70,84,106],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":53,"@type":76,"position":81},"https://docshare.wps.com/document/lifestyle/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/creativity-in-business-chapter-1-understanding-the-importance-of-creativity-in-business/308709/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/creativity-in-business-chapter-1-understanding-the-importance-of-creativity-in-business/308709.png","ImageObject",300,407,{"name":92,"@type":93},"Logic","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-22","2026-09-20",true,{"@type":102,"interactionType":103,"userInteractionCount":105},"InteractionCounter",{"@type":104},"ViewAction",12,{"@type":107,"mainEntity":108},"FAQPage",[109,115,119],{"name":110,"@type":111,"acceptedAnswer":112},"What is creative thinking and why is it important in business?","Question",{"text":113,"@type":114},"Creative thinking uses imagination or original ideas to create something new. 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Steelcase: the  \ncreative workspace Page 6  \n6.  \nHow to encourage creative thinking at work  \nPage 12  \n9. Microsoft Surface: boosting creativity and innovation  \nPage 18  \ncreativity in your business  \n5.  \nWhat is creative thinking and why is it important?  \nPage 10  \n8.  \nHow to facilitate creativity in business  \nPage 16  \n02  Chapter 1  \nUnderstanding  \nthe importance  \nof creativity  \nin business  \n03  Chapter 1  \nRyan Asdourian  \nWindows and Surface Business Group Lead, Microsoft UK  \nThe original Industrial Revolution changed the face of work forever. The UK rapidly shifted from a nation where most people worked in unskilled, agricultural jobs, to an urban economy, where industry increasingly relied on mechanisation. We are currently undergoing an equally revolutionary change in the way we work, with technology advancing to the point where it is quickly taking the place of human workers. So much so that PwC predicts that by the early 2030s up to 30 percent of UK jobs are at risk of being taken over by robots and AI.  \n*  \nThis will undoubtedly mean another seismic shift in the skills required to operate in the modern workplace, with a much greater emphasis being placed on that uniquely human skill – creativity. The World Economic Forum predicts that by 2020 creativity will be in the top three most important skills, with employers seeking creative minds to solve business problems and come up with ways to use technology to develop new products and services.  \nThe term creativity might traditionally be associated with artistic pursuits – drawing, painting and designing for example – but it is defined, according to the Oxford Dictionary, as the use of imagination or original ideas to create something. Edward de Bono, one of the world’s most renowned thinkerson creativity, adds that creativity is about breaking out of established patterns in order to look at things in a new way. Research Microsoft conducted with YouGov backs up this more technical understanding of creativity, with 62 percent of British workers defining it as solving a problem in a new way. The ability to be inventive and think outside the box is crucial to success in any industry, yet UK businesses could be at risk of a creativity crisis, according to our research, unless they recognise its importance and act now to ensure workers are supported to develop their skills.  \nOur research also found that, while almost threequarters (73 percent) of those surveyed consider  themselves creative, they feel their workplaces are stifling innovation, with both work environment and culture blamed for failing to nurture original thinking.  \nUninspiring and stressful workplaces, with a lack of inspirational spaces to focus and think, were cited as major inhibitors to creativity. Almost half of workers (40 percent) surveyed said that creativity was not a skill that was encouraged or rewarded. Three-quarters (75 percent) of those surveyed said that their employer hadn’t offered any formal training to encourage creativity.  \nStress, tiredness, and heavy workloads were also highlighted as major obstacles to creative thinking.  \nOver the next few pages our partners at Steelcase reveal practical ways to help create workspaces that will inspire creativity; neuroscientist Dr Jack Lewis explains how to tap into the human brain to promote agile, imaginative thinking; and we look at how technology can be better harnessed to boost creativity at work.  \nBy enabling employers to fan the spark of creativity amongst their workers, we can help the UK economy to survive and thrive even as technology makes revolutionary changes to how people work.  \n*  \nThe World Economic Forum predicts that by 2020 creativity will bein the top 3  most important skills  \n75%  \nof businesses have not provided any formal training to encourage creativity / innovation  \n04  Chapter 2  \nHow to inspire","cbCaik8mRlgm5B3I","https://ap.wps.com/l/cbCaik8mRlgm5B3I","pdf",3074178,22,"English","# Contents\n## 5 things you can do now to boost creativity\n## What is creative thinking and why is it important?\n## How to facilitate creativity in business\n## How to inspire creativity in the workplace\n## Chapter 1: Understanding the importance of creativity in business\n## Chapter 2: How to inspire creativity in the workplace","[{\"question\":\"What is creative thinking and why is it important in business?\",\"answer\":\"Creative thinking uses imagination or original ideas to create something new. It helps businesses solve problems and generate ways to use technology to develop products and services.\"},{\"question\":\"What factors are said to inhibit creativity in workplaces?\",\"answer\":\"Uninspiring and stressful environments, limited spaces to focus alone, and heavy workloads are identified as major barriers to creative thinking.\"},{\"question\":\"How do the document’s findings describe workers’ attitudes toward creativity training?\",\"answer\":\"Although many workers consider themselves creative, a majority reports that employers have not offered formal training to encourage creativity or innovation.\"}]","Creativity in business - Chapter 1 - Understanding the importance of creativity in business | PDF",1789872033,34]