As businesses navigate rapid technological change, creativity is becoming an increasingly important driver of growth, innovation, and competitive advantage.
That was the central message from advertising pioneer Sir John Hegarty during his SXSW session, Why Creativity Will Shape the Future of Business. Speaking to an audience of founders, executives, and innovators, Hegarty challenged leaders to rethink creativity — not as a skill confined to artists and designers, but as a core business capability that should be embedded into every decision, team, and system.
“Businesses prioritize process,” Hegarty said. “But business isn’t a process — it’s an idea.”
His point challenged a common corporate mindset. Organizations often focus on efficiency, systems, and operational excellence, but every successful company begins with a creative act: identifying an opportunity, imagining a solution, and bringing a new idea into the marketplace.
“Setting up a business is a creative act,” he said. “An idea needs innovation, and innovation starts with creativity.”
For Hegarty, creativity is not merely a desirable trait — it is the foundation upon which innovation is built. Without original thinking, businesses risk becoming focused on optimization rather than transformation.
The Business Case for Creativity
The business case for creativity is also supported by research. Hegarty pointed to findings from McKinsey & Company showing that organizations investing in creativity and innovation often outperform competitors, generating higher returns to shareholders and stronger organic growth.
In increasingly competitive markets, creativity can become a key differentiator that is difficult to replicate.
Yet Hegarty’s argument extended beyond financial performance. He described creativity as a human capability that shapes how individuals understand and respond to the world around them. Hegarty defines creativity as “an expression of self,” emphasizing the uniquely human ability to bring personal insight, imagination, and originality to problem-solving.
Creativity in the Age of AI
The conversation also touched on the growing influence of artificial intelligence across industries. While AI is changing how businesses operate, Hegarty maintained that creativity remains central to generating new ideas and challenging conventional thinking.
Rather than viewing technology as a replacement for human ingenuity, Hegarty’s message focused on the enduring importance of creative thinking in business. As tools become more accessible and processes more automated, organizations will continue to rely on people to identify opportunities, ask difficult questions, and imagine solutions that do not yet exist.
Creativity as a Strategic Asset
For executives navigating uncertainty and disruption, Hegarty offered a clear challenge: treat creativity as a strategic business asset rather than a secondary consideration.
The companies that succeed in the years ahead may not simply be those with the most advanced technologies or the most efficient processes. They will be the organizations capable of generating original ideas, adapting to change, and turning imagination into innovation.
At SXSW, Hegarty’s message served as a reminder that while technologies and markets evolve, creativity remains one of business’s most powerful and enduring resources.
Author: Adam Tönnheim
