Efficiency is great, until it kills innovation.

Most companies focus on optimisation: cutting costs, improving processes and reducing uncertainty. It’s what managers are trained to do. But here’s the problem:
if all you focus on is efficiency, you limit your company’s growth and ability to adapt to change.

Performance comes down to two things:

1. Optimising existing operations AND

2. Generating something new (things like bold strategies, impactful campaigns or innovative products).

The best performing companies balance both. Companies that make big, bold strategic moves are 45% more likely to succeed than those that just focus on incremental improvements (30%) or follow trends (25%).

Optimisation isn’t enough. You need creativity to drive real, transformative results.

Here’s how to rebalance the performance equation. Use creative problem solving, which combines analytical and intuitive thinking, to become more creative to gain a competitive edge.