Conjuring up Creativity in the Work Place
17/08/2006

While most of us recognise creativity to be key to running a successful company, it is much harder to identify exactly where such creativity might come from. Some companies opt for brainstorming sessions and designated relaxation zones to encourage the creative juices to flow, while others seek creativity over a coffee in the canteen. An increasingly popular choice however, in an age where businesses vie for the ultimate in creative thinking, is magic.

As one of the founding members of the recently formed Arts & Business Scotland Creative Development Programme Forum, Fifth Dimension is keen to promote the use of creative approaches in business.

"The business world is increasingly open to the use of a creative approach as businesses realise the benefits it can bring to their individual organisation," explains Jeff Burns of Fifth Dimension. "The Forum was set up as a credible voice to essentially further the use of creativity in business."

Jeff comments, "For some the word magic conjures up images of rabbits being pulled out of a hat however entertainment and magic are increasingly having a serious role to play in the world of work. Businesses are now looking for ways that they can make what have previously been staid events more memorable. One way of achieving this is to make them more creative. Magic and entertainment are now used by an increasing number of companies to ensure that training and team building events and exhibitions are not forgotten as soon as they are over."

"Far from being merely a source of entertainment at children's parties, magic has an important role to play in the work environment, particularly in terms of team building and training exercises, which aim to encourage creativity," he explains. "Apart from the fact that magic experiences inspire creativity and help to enhance the learning process by being memorable, it is also a very successful medium through which to deliver a company's messages."

Jeff goes on to outline the various advantages of including magic to inspire creativity in the world of business.

The Perfect Medium
Magic provides the perfect medium for the kind of communication required in a team building event or creative exercise, when there can be several different messages to be conveyed or picked up on. It's a theatrical art, but the sense of immediacy and suspense can captivate an audience in a way that other types of communication simply cannot replicate when it comes to getting the message across.

The Ideal Ice-breaker
No matter what kind of event, magic is guaranteed to provide a real talking point, and help break the ice in team building situations. Jeff says, "This is a definite advantage in what is often viewed as a 'false' situation which often requires individuals to work closely together without knowing each other well. Creativity will follow once individuals relax and are more comfortable with one another."

Interactivity
Magic is very much an interactive art, requiring input from the audience. Jeff adds, "The kinaesthetic element to magic helps to make it an effective memory tool. It also encourages audience members to be creative as they use their hands to get involved with tricks such as tying themselves in knots whilst trying to complete a rope trick, for example."

Customising is Key
In the context of a training day customising the magic to ensure its relevance to the company is vital - this helps to ensure that the company's key messages are central to the presentation.

Jeff explains, "For example in the context of promoting health and safety in the oil and gas industry we have developed a presentation that includes an effect which conveys the message that it is possible to be too close to a problem to overcome it, and that stepping back from it can be the first step to seeing a solution."


<< Back