Creativity: A Function for Computers or Executives?

Abstract

Creative generation and evaluation of problem solving alternatives is a necessary function of progressive management. Yet much that is called “creative” is the result of routine combining and sorting of stated elements according to standard design principles. This mechanical creativity should be the function of computers and clerks, freeing executives for those non-systemized functions which require the exercise of human intuition. The firm able to acquire or identify creative personnel and couple them with mechanical facilities capable of performing the routine aspects of creativity will have a real and marketable competitive advantage.