Creativity
Speakers who explore how original thinking is sparked, nurtured and scaled inside organisations
Most large organisations treat creativity as a campaign, not a capability. They run an innovation sprint, produce a deck, and return to the same operating rhythm that produced the problem. The harder commercial question is how to make original thinking a daily habit of the people who already run the business, without a separate function or a hired-in consultancy.
Peter Field is an independent marketing effectiveness consultant, author, and speaker who helps organisations understand and apply evidence-based approaches to advertising and marketing performance.
Five generations share most workplaces for the first time in history. A management playbook built for an earlier era, rooted in hierarchy and productivity, no longer fits what younger talent expects or creative work requires. Executives name innovation and engagement as top priorities; the gap between stated ambition and actual output keeps widening.
Most large organisations claim to value creativity and then run themselves in ways that suppress it. The cost shows up later: thinned-out brand distinctiveness, slower product reinvention, an over-reliance on data that confirms what the business already does. Leaders need a defensible account of how imagination becomes an operating capability, not a poster on the wall.
Most organisations can describe what they want to build. Very few can get a physical, manufacturable product out of a sketch, through engineering, and into customers’ hands at scale without the idea collapsing along the way. The gap between design intent and what actually leaves the factory is where category-defining products are won or lost.
Most companies say they want innovation. What they build instead is a pipeline that produces smaller variants of products they already sell, aimed at smaller slices of markets they already serve. The harder question, how to generate genuinely new categories and organise a company so ideas survive contact with operations, rarely gets a serious method behind it.
Audiences in conference rooms have never been harder to hold. Attention drifts within minutes, energy collapses between sessions, and the human connection that used to happen naturally in a room now has to be engineered. Whether the brief is a sales kick-off, an awards night or a leadership offsite, the speaker or host who can recover a room is doing strategic work, not entertainment.
Mariano Sigman is an Argentine physicist and neuroscientist who helps organisations understand decision-making, learning, and communication through insights from cognitive science and neuroscience.
Most organisations have no shortage of capable people in leadership roles. The gap is in character: the willingness to be genuinely vulnerable, to make bold calls under uncertainty, and to sustain direction when conditions become uncomfortable or costly. Leadership development programmes address knowledge and skill, but rarely build the specific traits that separate someone who can lead in calm conditions from someone who can lead when the stakes are real and the path is unclear.
Most organisations treat creativity as a personality trait held by a few people, rather than a process a team can run. The result is innovation that depends on whoever is in the room on a given day, ideas that never convert into commercial decisions, and leadership teams that confuse brainstorming with problem solving. What is missing is a repeatable method for turning ambiguous business problems into defensible answers.
Most large organisations talk about innovation and run pilots that never move the operating needle. The cultures that surround them reward certainty, defend incumbent processes, and quietly punish the people who try to think differently. The question for any leadership team is how to make ideation a repeatable discipline inside a workforce that is structurally trained to stay the same.