# How Creative Leadership Drives Business Growth Creativity isn't just a cultural value—it's a key driver of transformation in the business world. - **Source:** [Fast Company](https://www.fastcompany.com) - **Published:** 2026-07-23 - **Topic:** [Leadership](https://brifing.si/c/leadership) - **Original article:** - **On Brifing:** https://brifing.si/s/c3a90ff6-a1a6-492f-8083-cb90895d2b1e ## The role of creativity in business Creativity isn't limited to arts and culture; it's also critical in business. Ndidi Oteh emphasizes that creative leadership is essential for long-term success. This approach fuels innovation and transformation, providing a competitive edge. ## Leadership and creative thinking Creative leaders go beyond traditional methods to generate solutions. They encourage teams to develop new ideas and support risk-taking. Oteh notes that this process makes companies more agile and adaptable. ## The driving force of innovation Creative leadership is a cornerstone of innovation. Companies can continuously improve products and services through creative approaches. Oteh highlights how this process can better meet customer needs. ## The key to transformation Creative leaders quickly adapt to changing market conditions. This ability helps companies turn crises into opportunities. Oteh stresses that creativity plays a pivotal role in transformation processes. ## Long-term success Creative leadership supports sustainable growth. This approach prepares companies for future challenges. Oteh asserts that creativity is indispensable for long-term success. ## Conclusion and call to action Creative leadership is the foundation of transformation and innovation in business. Companies can gain a competitive edge by adopting this approach. Oteh urges leaders to embrace creativity as a strategic priority. ## Sources covering this story - https://www.fastcompany.com/91579053/why-creative-leadership-drives-business-growth — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._