An eight year old falls in love with his classmate. Writing a note on a piece of paper, "I wanna be your friend" he hands it over to her. But she tears it into tiny bits. So, he writes the same text on a piece of cardboard. Again she tears it up. Not one to give up, the boy hands her a plastic board bearing the same text ! Girl laughs. Boy gets elated. Long live creativity !

Gunpowder of Communication
Creativity is the gunpowder of communication. There is little doubt that "9/11" was a creative act - with terror as the central force. The American Government harnessed its own creativity to tackle the 9/11 problem - by consulting Hollywood for possible future scenarios!

On the commercial front, some of the biggest & best brands have been built on creativity. Not just the advertising, but the concept & product design. Creativity is what makes Nokia a leader. Creativity helped Starbucks replace the Cornershop Coffee Shop with the Classy Cappuccino & Conversations. Kodak re-inforced a global brand (now over a hundred years old) with its unique brand colours.

Alive & Kickin'
Creativity keeps companies alive and exciting. An Indian 'David' (Nirma) took on MNC 'Goliath' (Levers) and humbled it in its traditional backyard. When Nirma gave the Lever boys sleepless nights the late Shunu Sen (then Marketing Head of Levers) acknowledged (Nirma founder) Karsanbhai's creative approach.

Taking inspiration from the success of Starbucks, Barista fashioned a Indian model, suitably adaptating to local conditions.

Creativity in Bollywood
Film adaptations is the forte of Bollywood (Mumbai's Hollywood). Although some may take it too far (!), the Indian film industry has time & again taken its 'inspiration' from Hollywood blockbusters. Hollywood videos seem to be the staple diet of our script writers & directors - albeit with suitable adaptations to local tastes.

The giants of Indian cinema however, told stories that were original, creative & Indian in context. The genius & creativity of Satyajit Ray, Mrinal Sen & Shyam Benegal has thus ensured milestones in Indian cinema.

Broken Windows Theory
The "Broken Windows" theory postulates that general brutality and defiling can be stopped if each incident of violent behaviour is confronted immediately & appropriately. Each broken window / line of graffiti is a glaring reminder of a city losing control, which encourages others to break the law.

So, N.Y.P.D. ensured that every broken window was fixed, every graffiti was painted over. Immediately. And was thus able to halve the crime rate within a short time - another example of the problem-solving force of creativity.

Creativity pays
The recent Indian elections threw up another example of creativity. Undaunted by the organisational clout of the ruling BJP & the resources at its command, the challenger (Congress party) foxed the poll pundits to emerge victorious with a single statement : what did "Shining India" give to the common man ? Reflecting the feelings of the electorate, it captured in just one sentence what every consumer wants to know : what's in it for me ? (By the way, Leo Burnett India who handled the Congress election account, reportedly suggested that the BJP agency Grey India be appointed by the Congress with the singular brief: "Continue working for the opposition BJP !")

Chaos & Order
Creativity is a sequence of chaotic activities. Out of confusion is structured a solution. Creative in dimension, geared to create a semblance of order. Our world demands creative solutions. At work, at home, at play. As well as in our relationships.

And one way of looking at success may be: how well can we let loose (explode) the creative force within us to our advantage.