Why Creativity Matters More Than Ever?
In an increasingly complex and fast-changing world, creativity has become one of the most essential skills for the future. Technical abilities are important, of course. They can be learned, measured, and certified through degrees, courses and training programmes. Of course Universities and professional education do an excellent job of providing these foundations, however, technical knowledge alone is no longer enough.
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Companies today are not looking only for people who can apply formulas or follow predefined frameworks. They want individuals who can think critically, adapt quickly, and also generate original ideas. I recently experienced this first-hand during a recruitment process for Deloitte. While working on a business case, there were technical aspects I no longer remembered in detail, so I asked whether we could consult academic notes. The answer was no. I was told that the technical component was assumed to be acquired, and that what truly mattered was the ability to think outside the box. The objective was not to test memorisation, but some kind of problem-solving skills.
That said, I found this approach somewhat contradictory. Deloitte is a company that heavily relies on artificial intelligence, to the point of having dedicated processes and strategies built around it, yet candidates are not allowed to access academic materials during assessments. Setting that aside, the underlying message was clear: creativity is what differentiates candidates and drives value.
Creativity fuels innovation, but its impact goes far beyond generating new ideas. Within organisations, creativity enables teams to navigate ambiguity, connect unrelated concepts and design solutions that are not only efficient but also meaningful and human-centred. It strengthens strategic thinking, improves decision-making, and allows companies to anticipate change rather than simply react to it. On a global level, creativity is the force behind progress: it shapes how we use technology responsibly, how we address complex social and environmental challenges, and how we reimagine the future of work and collaboration. While technical skills may open the door, creativity determines how organisations evolve, how societies advance, and how individuals leave a lasting impact on the world. Lets embrace our ideias and make them possible. We have to think about that and then take action, because thoughts everyone has, but motivation is for the brave ones.
