I do not see business that has creativity at its center as a simple blending of the traditional military way of structuring and managing with “softer” elements. I see it as a complete reworking of the priorities of a business. When CEOs limit themselves to the hard, tough-sounding talk of the bottom line or efficiency or productivity, and when they constantly focus on competition, they encourage sameness and conformist thinking. The tougher the talk, the safer and more predictable the products and the actions.

We put the “soft” stuff at the center and grow the business around people. I believe strongly that a place that’s safe for ideas is a place that’s safe for people. It’s a revolutionary reorganization of the same elements, and when you prioritize for creativity, you get an increase in efficiency and productivity as well as the bottom line.

Jerry Hirshberg— founder of Nissan Design International