Creativity loves a problem, but it hates a lousy audience.
If everyone around you is sure the economy is in a recession, that the end is near, that time is up and the company is headed for bankruptcy, it’s almost impossible to find a creative solution. (lousy audience)
Creativity changes the game, whatever game is being played. “We are going to run out of cash by the end of the year,” is accurate unless you count creativity into the equation.
Then the accurate statement is, “Under the current rules and assumptions, we are going to run out of cash…” Big difference.
Creativity demands exposure to market needs, and insulation from market fears. Give it some time to work, some support, some breathing room. That’s when creativity has a chance to change the game.