Why your organization should focus less on productivity and more on creativity

The C-suite executive’s dilemma has never been clearer: there is an analysis gap between recognizing that creativity is an essential skill versus designing space and time for individuals and teams to to build a creative capacity.

While 2023 research from Visier demonstrated that 83% of workers admit to “productivity theater”—performing busy work that creates the appearance of output without meaningful results—that same year, the World Economic Forum declared creativity to be the second most critical skill for our workforce by 2027. The collision of these realities signals a fundamental shift that smart organizations can no longer ignore. We’re entering what I call the “Imagination Era,” and the companies that thrive will be those bold enough to redesign work around human flourishing rathe