Research Project
The Creative Thinking Project
What happens to creativity when the world of work changes faster than our job titles? What happens to Creative Thinking when AI changes what creative work looks like? We're finding out.
As AI perfects, we must disrupt. Our role is to reintroduce human quirks and make things interesting again.
Creative Thinking is increasingly recognised as a critical future skill. At the same time, AI and new ways of working are fundamentally reshaping the creative professions themselves.
We got curious about what Creative Thinking actually consists of. Which capabilities are becoming more important? Which are changing? And where will Creative Thinking be needed next — within creative roles, across organisations, or in entirely new ones?
To explore these questions, we’re conducting a series of conversations with experts from the creative industries and from business — people who are shaping, buying, leading and practising creative work today.
We’re listening for patterns: how Creative Thinking is changing, where its value is moving, and which capabilities we should be developing for what comes next.
This is an ongoing exploration. As the conversations unfold, we’ll share the insights, patterns and findings here — and use them to explore what Creative Thinking could mean as a capability for the future.
More soon.