Would you support daydreaming on your time? Creative processes make business sense only as long as you do not foot any bills. The 2008 market gridlock does indeed call for out-of-the-box thinking, but it must focus on getting revenue registers busy again. There is a new sense of urgency about finding new business models, as recurring expenses of essential expenditures become increasingly hard to meet.

We all know that inspired thought alone can provide leads to new market approaches. However, modern corporations and serious stock investors need reliable group processes to make creativity useful. Orienting minds around unmet needs of customers is a reliable way of conjuring breakthroughs that can really work.

Today’s business and stock values are built around what customers longed for in the past. Competition tries to meet those needs as well, and some preferences have changed in the meantime. Inflation is proof that people still need certain products and services badly. Recession is a signal that some past wants have disappeared. The common creative task of business management and stock investing is to realign operations and portfolios to changed ground realities.

Customers are as much internal to organizations as the ones to which we refer in conventional terms. Major savings and efficiencies can result from understanding how we can facilitate colleagues and associates. Creative business processes should leave no stakeholder category untouched. There is enormous value to be captured in looking at markets afresh. It also provides the best chance of thriving in the confusing business environment of 2008.

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