Creativity in the Corporate Workplace

Recently BusinessWeek Magazine ran a cover story about how creativity in the work place is leading to product innovation and productivity gains all across the global landscape. See Here: Get Creative

While creative responses to problem solving should be encouraged, I took issue with the priorities being set by global corporations. My letter to the editor was printed in this week's issue: AUGUST 22, 2005

Readers Report
I applaud the trend toward better design and creative problem solving being embraced at large companies. But most of it is still focused on the short-term "next big thing" consumable product with little regard for environmental impact. If global corporations are excited by the prospects of marketing to 3 billion more people in fast-growing developing countries, they had better get serious about cradle-to-cradle product design or the entire planet will soon be buried under a pile of its own wasteful "innovation."

James Witkins
Madison, Wis.

Cradle-to-cradle product design is championed by environmentally aware architect William McDonough in his book of the same name. Check it out if you haven't read it. He makes a strong case for profitable, yet environmentally sound product design.

Cradle to Cradle: Remaking the Way We Make Things