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In Tough Times, ‘Hyper-Creatives’ Provide Creative Advantage

by Jerry W. Thomas

Every change in the marketplace, every upheaval in the economy, every shift in technology, and every change in consumer attitudes and outlook creates opportunities for successful new products. Since these changes are amplified during tough times, new product opportunities are actually more numerous during economic turbulence. The companies that develop and deploy new products during economic downturns tend to outperform their more timid rivals during the recession and come roaring out of the starting gates when the economy begins to expand.

One way to keep new products flowing to market during tough times is to rely on “hyper-creatives.’’ These are people in the target market who are exceptionally creative in coming up with new product ideas. These individuals can generate many more new product ideas than the average person, and the quality of their ideas far exceeds the output of their noncreative neighbors. This ability is called “idea-centric creativity.”

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