Скачать или смотреть Building Creativity into Work | The Provocateurs Podcast: Preview of Ep 38 with Natalie Nixon

“We have these storied organizations and incredible business leaders say, yes, creativity really matters as a business ROI. And yet 75% of employees report that they don't have the opportunity to build creativity as a capacity throughout the year. So there's this gap analysis between yes, it matters, and where are we designing space and time to do that.

So this is what we have to factor in as we're designing work and designing organizations. I'm biased, but it's my view that creativity as capacity building, not just as individuals but as teams and as organizations, is really the way to go.”

In this Provocateurs podcast special recorded at the 2025 Thinkers50 London Summit & Awards Gala, creativity strategist Natalie Nixon discusses how organizations can harness creativity as a strategic business competency.

Challenging the misconception that creativity belongs only to artists, Natalie uses her “wonder-rigor” framework to demonstrate that the best engineers, scientists, CFOs, and leaders toggle between imaginative exploration (wonder) and disciplined execution (rigor). This chaordic balance between chaos and order is essential, she says, for driving sustainable innovation.

Turning to AI and the future of work, Natalie contends that technology offers an opportunity for more distributed, improvisational ways of working – which appeal in particular to Gen Z – and AI can actually humanize organizations by creating liminal space for deeper collaboration and wonder.

Natalie is the author of The Creativity Leap: Unleash Curiosity, Improvisation and Intuition at Work (Berrett-Koehler, 2020), and Move. Think. Rest. Redefining Productivity & Our Relationship with Time (Balance, 2025).

This episode releases 4 December 2025.

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