Applied Creativity

If creativity is how imagination turns into ideas, then applied creativity is the disciplined way that organizations turn those ideas into useful and meaningful things for customers—across functions, through execution, and over time. This extends beyond marketing, where creativity has typically been centered, to other disciplines across the organization.

Ndidi Oteh, the CEO of Accenture Song, leads a conversation with Nick Law on why creative leadership belongs in the C-suite, and the commitment, structure, and expertise that turns imagination into meaningful products and experiences.