Creativity - Alchemy or Science?

Interview with Craig Wynett, Chief Creative Officer, Procter and Gamble

Insights from the interview:

1. If a pilot would announce, “I’m the most creative pilot, you would grab your bags and leave”;
2. Thinking is expensive metabolically, which means most of the decisions are automatic. What is interesting is what drives that automatic decisions;
3. P&G has a strong corporate culture with strong individuals. In most corporates, either one dominates.