品牌如何决定企业的创造力

Brand Effect on Company’s Creation

创造力和革新中的一个核心理念是从约束限制中获得自由发挥。自由意味着没有偏见的选择和判断能力。然而,纯粹的自由简直是幻想。总是有着各种来自外在的压力和自身内在的各种限制,对个人和企业来说,这些局限性都是真实存在的。一个企业必须要认识到它自身的局限性,这源自于它的竞争环境、它的资源、它的知识水平和它的团队。然而,这些领域的限制不一定是消极的。自由需要理性规范去获得成功。我们从研究有高度创造力的企业中了解到这一点:限制性的要求给它们的创造提供了一个方向。对限制性要求的准确定位(或标示出范围)会促使这些企业去招募那些具有创造力的员工和开发相关更具附加值的革新。在此文中,我们讨论的是决定企业品牌的限制性定位将是企业能否持续发展的和成功变革的关键。

One of the core myths about creativity and innovation is that they require freedom from constraint. In this conception, freedom means the ability to make choices without prejudice. This type of pure freedom is, however, a mirage. There are always constraints, whether they are imposed by outside bodies or by internal limitations, and this is true for both individuals and organizations. An organization must recognize that it is limited by its sense of identity, its competitive position, its resources, its knowledge, and its people. However, this limiting of scope is not necessarily negative. Freedom needs order to be successful. Our research among highly creative organizations shows that understanding their constraints provides a focus for their creativity. The positive use of constraints for as we refer to them boundaries）enables these organizations to engage members with the idea of creativity and to develop relevant value-adding innovations. In this paper, we argue that boundaries largely determined by the idea of an organization＇ s brand--are the key to continuous and successful innovation.