Travis and Garrett weren't asking for much on that cold Parisian night in 2008. Exhausted and with popsicles in their shoes, they just wanted to get back to the hotel.

Even though it was late, there were still plenty of cars around. But there was no sign of a taxi. No point waiting. So they set off on foot, using their smartphone's GPS to find their way home. And hurling insults at each other to pass the time. If those two had been ordinary individuals, they would have simply added a notch to the list of unlucky returns. Two creative entrepreneurs like them, instead, used their frustration as a catalyst for a radical solution: an app that easily connected passengers and private drivers. They called it Uber.

Let's put it simply: creative thinking is the ability to generate new and useful ideas to address needs, in the way that best suits our desires. It is an approach to problem solving, therefore, that involves mental flexibility, openness to the unexpected and the ability to see beyond the obvious. As we witness and participate in the rapid transformation of the work landscape thanks to the automation introduced by artificial intelligence, Creativity remains, at the moment, one of the few exclusively human and unparalleled skills. Probably the most important or, at least, the one we care about the most and to which we would willingly dedicate the majority of our resources. Otherwise, why would we be “giving life” to machines capable of doing everything else for us?

But let's do a little anatomy of creative thinking. Today we know that it is a complex process that involves different areas of the brain. While it was once assumed that creativity resided in the right hemisphere, while the left was responsible for logic. Roger Beaty, a cognitive psychologist, has highlighted how emerging creativity is the result of the synergy between the two cerebral hemispheres. During the creative process, the neural circuits of the left and right hemispheres work together to combine and restructure existing information in innovative ways.

Neuroscience studies have shown that the process occurs through the interaction between the prefrontal cortex, the limbic system, and the parietal cortex. According to neuroscientist Rex Jung, creativity is associated with dynamic brain connectivity that allows the brain to move from a state of divergent thinking to a state of convergent thinking. In the first phase it generates new ideas outside the box, in the second it evaluates and perfects them.

Now that we know roughly what happens inside the pumpkin when ideas are blended, let's consider creative thinking from an anthropological perspective. We have already mentioned that it is a distinctive characteristic of human beings. Steven Mithen, archaeologist and anthropologist, argues that the ability to think creatively has played a crucial role in human evolution, allowing our ancestors to develop complex tools, articulated languages and sophisticated cultures. Creativity has allowed humans to adapt and thrive in different environments, solving problems related to them or born within the civilizations that were gradually formed and evolved. In reality we should not speak in the past but in the present, because evolution is a constant flow that in its flow sediments new problems and needs.

And speaking of courses (and paths), from a sociological point of view, creativity is influenced and shaped by the cultural context. Mihály Csíkszentmihályi, a Hungarian psychologist known for his “flow” theory (more than for his last name that sounds like a tax code), has explored how social and cultural conditions can favor or hinder creative thinking. An environment that values originality, diversity of thought and openness to new things is more likely to stimulate creativity than rigid and conformist contexts.. And considering that creativity, innovation and business go around together like in the song Me, mommy and you of Modugno (two arm in arm and the other following), this alone would be enough to "trigger" companies to create favorable environments where their teams can let their imagination run wild.

Somewhere, of course, it already happens. To avoid filling the lines with the usual Apples and Googles, think of any product, service or technology that you have come across and found truly disruptive, anything that has defined new standards or traced paths towards unexplored horizons will do. We bet our food stamps that they were born in contexts that promote unconventional thinking and experimentation. After all, you don't become an avant-garde behind the rules of a paradigm.

Creative thinking is also essential in problem solving. When we face complex challenges, the ability to generate innovative solutions can make the difference between success and failure. For example, during the COVID-19 crisis, many companies had to quickly rethink their business models, finding creative ways to continue operating despite the restrictions. How did it go? Very well for them, judging by the balance sheets. The trouble is that, at birth, the gift of creative thinking is not given to everyone equally. If only there were public offices where you could request free creative assistance throughout the country… Like CAF.

Anyway, we don't want to move on to the next argument without mentioning at least one case history. So, Spotify. Not exactly unexpected, I grant you, but equally emblematic of how the power of creative thinking affects the business world. The Swedish company, we know, has radically changed the way we consume music. Moving from a model based on (limited) ownership of music to one based on (almost unlimited) access was, at the time, a counterintuitive but revolutionary choice. This new approach not only introduced a streaming service that allows users to listen to all music anywhere but also solved the problem of music piracy, offering a legal and convenient solution that attracted millions of users. The platform then continued to innovate by introducing features such as personalized playlists and the music discovery algorithm, improving the user experience and creating new revenue streams for artists and record companies. In short, Spotify Used Creative Thinking to Redefine the Entire Music Industry, demonstrating how innovation can generate a significant and lasting impact on the business world.

Now that we have a measure of the intrinsic power of creative thinking, we can move on to another important aspect, namely the connection with other soft skills. Creative thinking is closely linked to critical thinking. The first generates new ideas, the second evaluates and refines them, so that they are actually useful. Creative thinking + critical thinking is the optimal “combo” that allows you to develop solutions that, in addition to being innovative, are also practical and feasible. The soft skill of communication is also a good “match”. Being able to present your ideas clearly and persuasively is essential to gaining the support of others. “You could issue a pass”, remember? A good communicator can transform a creative idea into a convincing proposal, capable of influencing business decisions and strategies.

And now, as punctually happens in our Skill Mosaico column, the Marzullian moment comes in which we ask ourselves a question and give ourselves an answer: can we train the creative thinking of corporate teams? Yes. But before saying how, we remember the words of Tina Seelig, professor at Stanford University and expert in innovation, entrepreneurship and creativity: "creative thinking is a game of connecting the dots in new ways". If it's a game, then what better training than that carried out through training tools that apply the principles of gamification? This innovative approach applies game elements in non-game contexts, such as learning and training, to increase engagement and motivation.

According to a study published in Emerald Insight, interactive and dynamic activities stimulate participants to think differently/newly. The implementation of gamification in professional training programs, therefore, not only improves employee engagement, but also increases their ability to generate innovative ideas compared to traditional training methods. Seen from this perspective, Business Games represent a unique opportunity to develop creative thinking in companies. They also strengthen other soft skills such as teamwork and communication.

In conclusion, creative thinking is a crucial skill in the modern workplace. It is not just a skill but a mindset that can transform challenges into opportunities and ideas into innovations. It is the engine that drives progress. Investing in its development, through the adoption of a gamification-oriented approach, is a winning strategy for any organization that aspires to be and remain innovative and competitive over time.