The Rise of the Smart Creative (Lessons from Google)

In the internet age, innovation and product excellence are key factors for success. Google highlights the importance of "smart creatives" who possess a combination of technical expertise, business acumen and creativity. These individuals are multi-dimensional and not limited by organizational structure, exercising their own ideas and taking risks. They generate new creative ideas, analyze data rigorously and understand the user perspective. They are also good communicators, collaborative and take initiative. Managing these individuals requires creating an environment where they want to come back to work every day. Becoming a "smarter creative" requires cultivating skills in innovative thinking, human-centered design, and acting differently to generate disruptive ideas and solutions.