by Vaibhav Suranaa, PGP 2018
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Having been fortunate to be educated at some of India’s top technology and management institutes and with six published books under my belt on everything- from humorous poetry to Indian fusion cooking, I have had the privilege of exploring how creativity plays out in varied settings. Over the years, I have seen first-hand how the creative process can be a game-changer, not just in creative pursuits or hobbies but even in the workplace, whether it’s inspiring teams to break out of the mould or driving strategic shifts that bend the rules of the game. Whatever limited experience I have had so far, I have come to realize that creativity is an infinite spectrum from where one must choose and prioritise for a broader goal. Specifically in the context of a workplace, this deliberation has taught me one thing: creativity isn’t just a nice-to-have—it’s the key to thriving in today’s fast-paced business world. So, if you are looking to foster a culture where ideas flourish and the impossible becomes possible, I have got some insights that might just change the way you look at your organisation.
Creativity isn’t just for artists or inventors anymore—it’s a very powerful tool in the business world too. In a landscape that changes as fast as your Netflix recommendations, companies need more than just sticking to the old playbook to stand out. It’s not about having a few “Eureka” moments; it’s about creating a work environment where ideas can flow freely. Especially in India, known for its brilliant minds and entrepreneurial spirit, blending creativity with traditional work culture can be like trying to mix oil and water. But when it works, it’s magic.
Why creativity is the new business superpower
Let’s face it—business as usual doesn’t cut it anymore. Customers get bored, competitors get smarter, and if you are not changing, you are falling behind. Creative thinking is the secret ingredient to staying relevant. It’s about more than just coming up with cool ideas; it’s about reimagining how you do business, trying out new approaches, and embracing the occasional (and inevitable) failure along the way.
Take Tata Consultancy Services (TCS), for example. They have set up something they call a ‘co-innovation network’ which is basically a global think tank where they brainstorm with academics, startups, and industry experts. It’s not just about throwing ideas around—it’s about turning those ideas into real-world solutions that make a difference.
The hard part: Managing creativity
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Of course, managing creativity isn’t a walk in the park. Many companies, especially in traditional sectors like manufacturing or finance, are structured like a fortress of protocols and hierarchy. Employees might have brilliant ideas but feel like they need permission to share them. And then there’s the universal fear of failure—nobody wants to be the one whose idea flops spectacularly in front of everyone.
This fear of failure can smother creativity. While relative newcomers like Zoho and Freshworks or more likely even fresher startups might toe the line of, “Fail fast, fail often,” but bigger companies tend to stick to the safe and predictable. It’s like always ordering butter chicken because you’re afraid the chef might mess up something new. Comforting, yes—but not exactly adventurous.
Then there’s the issue of turning ideas into action. You can have all the brainstorming sessions in the world, but if the ideas just end up collecting dust in some email thread, what’s the point? Effective management means having not just the courage to entertain new ideas but also the know-how to make them happen.
Strategies to Turn Creativity into a Daily Habit
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1. Create a No-Judgment Zone: People need to feel safe sharing wild ideas without worrying about getting laughed out of the room. Set up open-door policies, regular brainstorming sessions, and even some “crazy idea” competitions. Marico, for instance, has their “Innofest,” where employees pitch new products. It’s how they came up with Parachute Advansed Ayurvedic Hair Oil—proof that a little creativity can even lead to some pretty great hair days (pun intended).
2. Mix Up the Teams: Creativity often sparks when different perspectives collide. Bring together people from different departments—let marketing sit with R&D, or finance brainstorm with sales. Godrej does this through their innovation cell, and it’s how they’ve come up with things like the Godrej Eon AC with green inverter technology. Who knew non-tech workers and tech geeks could together make such cool stuff?
3. Make Work Flexible and Fun: Creative ideas don’t stick to a 9-to-5 schedule. Sometimes they pop up at 3 AM or while you’re daydreaming over your morning coffee. Allow for flexible work hours, remote work, or even “creative time” where employees can work on passion projects. Companies especially in the Information Technology Enabled Services (ITES) sector tend to encourage this through flexible work arrangements and design thinking workshops. Google is one such well known example. Sometimes, the best ideas come when you are not trying so hard to have them.
4. Invest in Tools and Training: You can’t expect people to think creatively if you don’t give them the tools to do so. Offer workshops, courses, and access to creative resources. Hindustan Unilever’s “Unilever Foundry” connects employees with startups, helping them think outside the box. It’s like a bootcamp for fresh ideas and a shortcut to nimble adoption of the same.
5. Celebrate the Tries, Not Just the Wins: Rewarding creativity means celebrating the effort, not just the outcome. That brilliant idea that didn’t quite work? Recognize it anyway. Mahindra & Mahindra has an ‘”Innovation Award” to highlight out-of-the-box thinking, even if it doesn’t always hit the mark. It’s about encouraging people to keep swinging for the fences.
Creativity in India: A Unique Challenge
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In India, managing creativity can be a bit of a tightrope walk. On one hand, you may have got a workforce brimming with talent and diverse perspectives. Yet on the other hand, traditional values often prioritise respecting hierarchy and sticking to the script. It can sometimes feel like having a Ferrari and only getting to drive it in first gear.
But things have been changing rapidly, especially with the boom in the startup ecosystem in cities like Bengaluru, Hyderabad, and Pune. These startups are more agile, more experimental, and more willing to take risks. The “Make in India” and “Digital India” initiatives are also pushing boundaries in sectors like AI tech, defence, space-tech and even reimagining old-school manufacturing processes, thus opening doors for a new impending wave of innovation and fresh thinking.
Building a culture of creativity
Creativity in management isn’t about waiting for lightning to strike. It’s about building a culture where ideas can pop up anywhere, from the break room to the boardroom. For Indian companies to truly compete on the global stage, they need to loosen the traditional shackles and embrace creativity at every level. This means giving people the freedom to experiment, encouraging risk-taking, and building systems that support turning those wild ideas into reality.
Managing creativity is like conducting an orchestra: you need to balance structure with spontaneity, encouraging individual brilliance while creating something that works as a whole. Get it right, and you won’t just have a team that meets targets—you will have one that redefines them. And who wouldn’t want to be part of a workplace like that?
Vaibhav Suranaa is a PGP 2016-18 alumnus of IIM Ahmedabad and a graduate from IIT Delhi. He currently works in a senior management position at an NSE/BSE listed firm.
