Diversity of the Mind as the Key to Successful Creativity at Unilever by Nel M. Mostert
Blackwell Synergy - Creativity & Inn Man, Volume 16 Issue 1 Page 93-100, March 2007 .
"This article describes the many ways in which the participants and the environment of a creativity session have an impact on the results. It is commonly believed that ‘diversity of the people’ stimulates creativity. However, from a practitioner's point of view ‘diversity of the mind’ of the participants is the real key to creativity.
If the management of a company wants to achieve a truly creative culture, the starting point is to invest in time. Time is needed to raise the awareness of employees of what creativity actually is, how they can learn to be creative and how they can use creativity to their benefit both in business and in private life. The management of an organization needs to create a culture where there is space to ‘think things over’ in order to get diversity of the mind."