埃森哲：2026应用型创意及创意落地引领方法研究报告（英文版）（35页）.pdf

1、Nick Law Creative ChairpersonAccenture SongJune 2026David Droga Vice ChairAccentureNdidi OtehCEO Accenture SongApplied creativity and how to lead itJoshua Bellin Thought Leadership Research LeadAccenture SongThey end when they run out of ideas.Or,more likely,cant execute the ones they have.Every com

2、pany starts with an idea2Applied creativityand how to lead itThis research is about the discipline of reliably turning ideas into useful and interesting things for customers.It starts with the intuitive principle that creativity is needed to innovate and grow and ends with the elusive practice of de

3、livering it.To do so,we define the pillars of creative infrastructure,prove the positive business impact when all are in place,and point to the need for visible creative leadership.With the rapid and widespread adoption of AI,there is general agreement that human creativity will be a differentiator.

4、However,in contrast to the focus and expertise spent on technology infrastructure,very little has been spent on this creative infrastructure.Surprisingly few enterprises recognize,let alone know how to address,their creativity debt.Maybe its because,like the word“technology,”“creativity”is a broad c

5、ategorical term used to describe many things.Unlike technology,its considered vague and ineffable.To make it workable,we have also defined the types of human creativity,with a focus on those that contribute to company growthinventive and expressive.Inventive creativity is the systematic discipline o

6、f making things work.Expressive creativity is the empathetic discipline of making people care.No creativity can be separated from technology.Creativity makes technology more human,and technology makes humans more creative.And,for the first time in history,downstream from the systems we invent and th