Why is the combination of creativity and innovation so important to leaders? First, creativity and innovation are not adjuncts to organizational life. They should not find their way into a company's strategic priorities only when times are good, as if they were luxuries to be afforded only when the organization is doing well. Creativity and innovation matter.

Creativity and innovation create the future. They excite employees by focusing on what can be, anticipate customer needs, and build the confidence of investors.

Creativity and innovation are not optional leadership attributes that leaders can simply dismiss by saying, “I am just not one of those creative or innovative types.” They are crucial capabilities for successful leaders. ...

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