Diverse teams enhance creativity

Posted by on June 29, 2012

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Last week, we held a couple of brainstorms to come up with ideas for several clients. Both sessions reinforced something we think all marketing professionals would agree is vital to not only a successful brainstorm but also a successful team: diversity.

Based on its definition, diversity takes what could be perceived as weaknesses (i.e. differences) and turns them into strengths:

1. the state or fact of being diverse; difference; unlikeness

2. variety; multiformity

3. a point of difference

We generated a variety of ideas based on the different ethnic backgrounds, gender, age and life experiences of people who were in the room. For example, during one session, we had:

–         Mom’s perspectiveAges ranging from 21 to 48

–          Different cultural point-of-views from Hispanic and African-American colleagues

–          Health nuts from runners to yoga enthusiasts

–          Foodies as well as non-discerning eaters

–          Democrats and Republicans

Our clients rely on us to ensure their marketing or public relations efforts reach the right audiences. Having those audiences represented during a brainstorm – as well as on our account teams – not only fosters creativity but also allows us to consider cultural sensitivities and preferences, and learn from each other in the process.

According to the American Sociological Review, workplace diversity is also among the most important predictors of a business’ sales revenue, customer numbers and profitability.

How does diversity benefit your business or team?

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