If a growth mindset is critical to driving creativity in the CreativityWorks Framework, then environment, which I define as leadership plus culture, is probably the next most essential component. You can have the most creative people in the world but if you don’t give them the encouragement and space to thrive, the company will go nowhere.

I saw this firsthand when our marketing agency helped Apple launch Newton, a new type of personal digital assistant (PDA). I am not going to question the timing of this product development or whether the product actually had a customer segment waiting for it. It was conceived and produced as an innovative forerunner of handheld computers. The problem ...

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