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‘If effectiveness is the outcome, then creativity is the strategy’ – 25 quotes of the week on creativity, innovation & technology >

- by Madanmohan Rao [August 08, 2023]

WordSparks (‘words that spark change’) is a weekly feature from, featuring quotes from media around the world on creativity, innovation and technology (see our earlier compilation here). Share these gems and insights with your colleagues and networks, and stay tuned here for our next edition!

While engineering is a scientific discipline by nature, we can look at the life of an artist and the challenges they face to draw inspiration.

Our job as artists is to be ourselves. And, in doing so, to inspire other people to be themselves.

The creative process is fabulously unpredictable. A great idea cannot be predicted.

Leveraging innovation is the most significant key for long-term sustainability of any business.

The muscles to lead a great creative team are somewhat distinct from the muscles of being a great senior creative.

If effectiveness is the outcome, then creativity is the strategy.

Whilst creativity inherently makes advertising a vibrant, interesting, and surprising place to work, it’s also incredibly tricky to put a value on.

You truly can’t take action on any idea until you have the confidence to make it a reality.

Creativity is the must-have generative AI skill.

As formats change, so must we.

We’re also bracing ourselves for the video AI revolution, which we expect to hit in early 2024, with a whole new suite of video AI tools that will push video and its associated production into a whole new universe.

AI is transforming the production of audiobooks, a rapidly growing and lucrative format for publishers.

AI will usher in a new era of entrepreneurship, unlike anything in the past.

While artificial intelligence (AI) is receiving recognition as a transformative educational tool, it has capability limitations in terms of understanding context, emotions, and ethics.

We use AI as a tool to create with, not something to just spit out into a design.

AI is not just limited to data and targeting; it is rapidly becoming a tool to expand artistic expression.

These questions about what it means to be creative have given rise to the emerging field of computational creativity, also known as artificial creativity.

Rather than just being a faster way to analyze information, AI can become a stimulus for more creative thinking about how to use data by suggesting solutions humans may never even have considered.

There are two main problems with using AI for creative purposes – attribution, and revenue.

Artists have a very unique approach and an important lens through which we can understand this new tech.

[AI systems are] linguistic innovation that has potential to continue to shape human consciousness, change the way we tell stories, change the way we think about ourselves, change the kind of narratives that we create as human beings, and really kind of push us forward into phases post-humanity.

We will have to take on new legal challenges that emerge from AI. The best job security comes from continuous active learning.

Through an augmented intelligence lens, we see that AI doesn’t need to always be cast as the villain.

It’s now more about how we are going to utilize [AI] as a creative amplifier, not a creative replacement.

Now is the time for organisations to learn, experiment and innovate, to understand both the potential benefits to people, jobs, and business outcomes, but also to understand the risks.

Madanmohan Rao is Co-founder of, and author of 15+ books on innovation, knowledge management, and digital transformation. He can be followed on LinkedIn and Twitter.