Page - 166 - in Digital Entrepreneurship - Impact on Business and Society

2.3 TowardDigital Creativity 2.3.1 How Is Creativity Related toDigital Business Ideas? For the purpose of this chapter, we define digital creativity broadly as all forms of creativity driven by digital technologies (Lee 2012). Understanding and adopting digital innovation have become more important for existing businesses. For example, banks need to keep upwith the latestfinancial technology to keep being relevant for customers and universities need to change the way they educate stu- dents. Keeping up-to-date with the latest digital innovations is not easy, and cre- ativity plays an important role in this adapting phase (Medium 2017). Digital innovations need individuals who are thinking differently and can change the business. Innovators are crucial for developing new digital innovations that will keep businesses up-to-date with the latest trends. The creative process of digital innovations is a structured process that needs guidance and a clear goal. People need to think differently about the possibilities and impossibilities of new tech- nologies. In addition to this, it is important for companies to embrace the creative process and look for new opportunities as well as risks. In today’sworld, creativitycan facilitate thecreationofvalue, and therefore, it is an important aspect for companies.Due to the fact that theworld is changingand is becoming more digital, customers expect this from companies as well. The cus- tomerwants todoeverythingonline, and therefore, companieshave to adjust.With this adjustment, creativity plays an important role. But howdoes amanager create value for customers andwhatmakes it different fromother companies?Companies should be creative and innovative in theway they adapt to the digital business age because it can create a lot of value for the company. Companieswho stay behind will lose customers and eventuallywill not survive. Thus, companies have to focus on the digital age and provide creative and innovative solutions for existing problems that conventional companies cannot solve (Solomon 2018). Although creativity has been traditionally regarded as a key in search of inno- vativeways forgenerating revenues (Amabile et al. 1996), it is especially important in the age of digital. Digital increases the importance of business agility and speed tomarket (Luftman andDerksen 2012), and it has been suggested to pay attention between digital and creativity (Yoo 2010). Digital enables individuals to have access to the Internet and other technologies anytime and anywhere allowing them to stimulate their creative thinking (Bal 2013). Given that the employees can achievecreativeproducts throughcommunication andcollaboration (Amabile et al. 1996), the link to digital stimulates the creative process in the creation of new digital businesses. 2.3.2 HowCanOrganizationsDevelop andStrengthenDigital Creativity? Digital creativity in businesses can be strengthenedmostly due to the culture that lieswithin a company.Creativity andcreative thinking shouldbeencouraged; even if mistakes occur, employees should bemotivated to further pursue their creative approach.As already pointed out, inspiration is needed for a creativemindset. The Digital Creativity: Upgrading Creativity in Digital Business 171