Creativity and Innovation Aren’t One and the Same in the Trade Show Arena

Creative vs Innovative

The words “creative” and “innovative” are often used interchangeably in the business world, from startups and established corporations to even trade shows. But are these two adjectives really as similar as they seem?

Because live events strive for innovation and creativity, many make the mistake of thinking these goals are one and the same. Although using tech creatively can increase engagement, using an innovative product doesn’t necessarily make you an innovator.

As Ted Levitt, late marketing professor at Harvard Business School and former Harvard Business Review editor, put it, people often fail to “distinguish between the relatively easy process of being creative in the abstract and the infinitely more difficult process of being innovationist in the concrete.”

Carmine Gallo, author of “The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success,” points out in his book that Jobs believed that innovation hinges on creativity, and that creativity was the act of connecting things.

Working with talented creative individuals will allow you and your company to unleash a wealth of new ideas, concepts, and visions. But don’t mistake a great idea for getting things done. A blue-sky idea might be exciting on its own, but it does not compare to launching a product or experience that will change a company or industry.

– See more at: TSNN