The Smart Creative

My good friend Napoleon sent over an email today after reading a book called "How Google Works." He said one part of it reminded him of me, so I was naturally intrigued. Here's the content: And who, exactly, is this smart creative?

A smart creative has deep technical knowledge in how to use the tools of her traditional sense. They are a new kind of animal, a type we call a “smart creative,” and they are the key to achieving success in the Internet Century.

The primary objective of any business today must be to increase the speed of the product development process and the quality of its output. Since the industrial revolution, operating processes have been biased toward lowering risk and avoiding mistakes. These processes, and the overall management approach from which they were derived, result in environments that stifle smart creatives.