In the advertising world, creativity is delivered by making the campaign more eye catching, by creating the “stopping power”, however creativity is not restrained to one field. Creative means being original, inspired and innovative! I never could have imagined business could be creative initially, but business creativity is well known to all of us, it’s called entrepreneurship. What makes it creative are the strategies that are used from the start of the business to the end: foundation, growth, maturity and exit according to the Pumpin/Prange Model (Welter, 2008). Creativity serves a purpose and this can vary in different context. For instance the quote by Charles Darwin: “It’s not the strongest species that survive, nor the most intelligent, but the ones most responsive to change” means that you have to adapt and this in business terms could mean bootstrapping or merely a change in the best or worse scenario in the financial statement.
However, the only way how this creativity can be measured is when it has an end result. If the result is “productive”,” sustainable” and “competitive” than it means the individual and the organization are successful in being Protean. (Wall, 2005) Nevertheless, one can argue that it’s easier said than done, but the point is that nothing new is easier to do. One has to keep trying and be persistent. Ironically, from our class discussions one of the students also said that a SMART entrepreneur is the one who also should know when to stop trying, who knew that he was referring to the SMART analysis itself.
Creative can be measured by goal setting, by using the SMART technique, which means Specific, Measurable, Attainable, Relevant and within a Timeframe.It helps the entrepreneur to narrow down and focus on the main strategy. By using this technique and remembering the quote:”Practice makes Perfect” , one can easily adjust in any environment, face any species of the competitive environment and create that deserving market niche that is attainable.
Reference
Latham, G.P. (2003) “Goal Setting: A Five-step Approach to Behavior Change”. Organizational Dynamics. Vol 32, no 3, 309-318.

Wall, S.J. (2005) “The Protean Organization: Learning to Love Change”. Organizational Dynamics. Vol 34, no 1, 37-46.
Welter, F (2008). Lecture November 11th: Business Development, Retrieved on 2008-11-20 from Jonkoping International Business School website.