The Pandemic Changed Us. Now Companies Have to Change Too.

The Pandemic Changed Us. Now Companies Have to Change Too.

13/07/2022

It may sound obvious, but facing our collective mortality for the last two years changed us. Of course, many of us had confronted big challenges in our pre-pandemic lives, but this shared experience was uniquely difficult. One area of our lives that was dramatically altered was our collective perspective related to work. Working under the […]

Flexible work and the innovative organization

Flexible work and the innovative organization

06/06/2022

Despite the upheaval caused by the COVID-19 pandemic—and partly because of it—innovation and digitization have been happening at a record-breaking pace. A McKinsey survey of top executives around the world found that companies accelerated their digitization of customer, supply chain, and internal operations by an average of three years. Indeed, over the past two years, countries […]

Balancing Autonomy and Structure for Remote Employees

Balancing Autonomy and Structure for Remote Employees

18/05/2022

As major companies like Google and Apple have begun mandating a return of all employees to the office for a certain number of days per week, the debate about flexibility and autonomy continues to develop. More organizations are taking a firm stance on where they feel their employees should work, once again casting the spotlight […]

What’s the Optimal Workplace for Your Organization?

What’s the Optimal Workplace for Your Organization?

11/02/2022

As we reach the two-year mark of the pandemic, now is the right time for many leaders to rethink how and where their employees work and collaborate. Should businesses call employees back into the office or leave them working remotely? Is it time to try out a new way of working all together? Lost in […]

Achieving supply-chain resiliency amid disruption

Achieving supply-chain resiliency amid disruption

12/01/2022

While current headlines about product shortages and empty shelves have highlighted the importance of the supply chain, that process began in early 2020. Companies that had labored to create a lean global supply chain needed to scramble to adjust to the effects of the pandemic. Beyond that, sustainability has also become a top priority on […]

5 Questions to Help Leaders Achieve Growth Amid Uncertainty

5 Questions to Help Leaders Achieve Growth Amid Uncertainty

12/01/2022

While the world is still deep in the throes of the Covid-19 pandemic, business leaders are busy repairing their operations, looking forward to a post-pandemic world. They frequently find themselves torn between two opposite poles: the urge to act and the need for prudence in the face of uncertainty. Even as business picks up in […]

The Omicron Variant: How Companies Should Respond

The Omicron Variant: How Companies Should Respond

14/12/2021

The emergence of the Omicron variant of Covid-19 has dimmed hopes that the pandemic will soon fade away and once again has employers pondering how they can fulfill their difficult obligations to keep their workforce safe and to meet their business needs. The good news is that as the virus has evolved, employers have honed […]

5 New Rules for Leading a Hybrid Team

5 New Rules for Leading a Hybrid Team

29/11/2021

While hybrid is often presented as a new model, the fundamentals of what transforms a group of people into an exceptional team haven’t changed as much as we might think. When I was the senior vice president of people operations at Google, we had many employees, especially in engineering and sales, who worked from home a […]

Rebuilding Relationships Across Teams in a Hybrid Workplace

Rebuilding Relationships Across Teams in a Hybrid Workplace

11/11/2021

As people slowly return to some form of hybrid workplace, bonds that tie them to one another must be rebuilt. Over the past 18 months, most organizations have experienced some degree of fracturing as social connections and cultural cohesion have been strained. The challenges of remote work, dramatic uncertainty, the clumsy process of figuring out […]

The new marketing model for growth: How CPGs can crack the code...

The new marketing model for growth: How CPGs can crack the code…

01/11/2021

After a year like no other, consumer packaged goods (CPG) marketers face a hard question: how to power above-average growth in the next normal. E-commerce penetration is still 35 percent above pre-COVID-19 levels, and more than one-third of consumers are continuing to switch brands or retailers. 1 1. Tamara Charm, Becca Coggins, Kelsey Robinson, and […]

Our Brains Were Not Built for This Much Uncertainty

Our Brains Were Not Built for This Much Uncertainty

11/10/2021

Prior to the pandemic, the working world already felt to most of us like it was undergoing rapid, unrelenting change — changes in customer preferences, client and employee expectations, and competitive advantages. Covid-19 managed to upend the few things that felt relatively predictable, like where we spent our working hours, how we collaborated with colleagues, […]

6 Principles to Build Your Company’s Strategic Agility

6 Principles to Build Your Company’s Strategic Agility

08/10/2021

In early 2020, Airbnb was headed for a banner year — bookings were up, expansion plans were in place, and an IPO was set for the spring. Then Covid hit, and more than $1B of bookings disappeared, expansion plans were postponed, and one-quarter of the workforce was cut. However, by the end of the year, […]

Managing Through Crunch Time — Without Burning Out Your Team

Managing Through Crunch Time — Without Burning Out Your Team

04/10/2021

To achieve — and sustain — success, many companies place extraordinary demands on their teams. World-renowned investment banks, law firms, and consulting firms are notorious for subjecting employees to grueling workdays. Software developers use the word “crunch” to describe the long, stressful hours of work that are often required in the final weeks before a […]

A Futurist’s Guide to Preparing Your Company for Constant Change

A Futurist’s Guide to Preparing Your Company for Constant Change

23/09/2021

As we look back, 2020 and much of 2021 were a wake-up call for how much and how quickly change can happen. But they were also a warm-up for what’s ahead — not necessarily another pandemic with multiple variants, of course, but flux of every imaginable stripe. The future will not be more stable or […]

How to Have Tough Conversations About Returning to the Office

How to Have Tough Conversations About Returning to the Office

04/08/2021

Are you dreading the conversations with your team about returning to the office? Or maybe you’re already back and need to tell one of your direct reports that your agreed-upon approach isn’t working. Fostering a safe and constructive dialogue about re-entry can be challenging. Ironically, some of the mistakes you might make will stem from […]

Getting real about hybrid work

Getting real about hybrid work

03/08/2021

Once in a generation (if that), we have the opportunity to reimagine how we work. In the 1800s, the Industrial Revolution moved many in Europe and the United States from fields to factories. In the 1940s, World War II brought women into the workforce (if not the C-suite) at unprecedented rates. In the 1990s, the […]

4 Strategies for Building a Hybrid Workplace that Works

4 Strategies for Building a Hybrid Workplace that Works

02/08/2021

By all indications the future of work is hybrid: 52% of U.S. workers would prefer a mix of working from home and the office, saying it has a positive impact on their ability to be creative, solve problems and build relationships. Global research tells us 72% of corporate leaders plan to offer a hybrid model, […]

Rethinking operations in the next normal

14/06/2021

Regionalization has been accelerated by the pandemic, as countries closed their borders and protected their supply chains. Globalization was already under strain before the pandemic: the intraregional share of global goods trade increased by 2.7 percentage points between 2013 and 2018, according to an analysis by the McKinsey Global Institute (MGI). Regionalization is most apparent […]

The future of the $1.5 trillion wellness market

11/06/2021

The concept of wellness has been around for a long time. Remember Jane Fonda workout tapes, neon legwarmers, and the “cookie diet”? These days, consumers view wellness through a much broader and more sophisticated lens, encompassing not just fitness and nutrition but also overall physical and mental health and appearance. They also have more choice in […]

What Psychological Safety Looks Like in a Hybrid Workplace

31/05/2021

“Our office policy is that people should come into the office once per week. Now they are organizing a team meeting with 15 people. I guess some people seem to feel comfortable with that, but I’m not; I have a young family at home and we have been very careful. I can’t say that though.” […]

Childcare Is a Business Issue

19/05/2021

When the Covid-19 pandemic removed the safety net of schooling and employee-paid child care for working families, the damage was cataclysmic. Without a stable form of childcare as part of the business infrastructure, the world stopped working for the vast majority of working parents around the world. One third of the U.S. workforce, or an […]

6 Leadership Paradoxes for the Post-Pandemic Era

03/05/2021

The pandemic has accelerated a trend that has been unfolding over the last decade. As the world has grown more digital and complex, the range of decisions that leaders need to make has broadened, spanning from big picture strategic thinking to careful execution, to advancing technology roadmaps and upskilling and engaging employees. And decision-making criteria […]

Defining a Post-Pandemic Channel Strategy

23/04/2021

While consumers sheltered in their homes during the pandemic, more economic activity moved online. “In many markets, the surge in e-commerce has compressed the equivalent of several years of growth into just a few months,” McKinsey noted in a report  in August 2020. Now, with vaccinations proceeding, CEOs and others who allocate resources face a […]

Use Art to Reignite Your Team’s Motivation

26/03/2021

As we reach the one-year mark of working from home, remote teams are at risk of losing motivation. By drawing on techniques used by creatives, business leaders can revitalize teams and spark fresh momentum and innovation. For example, studies show that jazz musicians’ improvisational skills are achieved via heightened sensory activity in the brain alongside a […]

Giving Critical Feedback Is Even Harder Remotely

19/02/2021

Delivering constructive feedback is nerve-wracking in the best of times — most managers don’t want to crush their employees’ spirits. These tough conversations are even harder to have as multiple crises and their side effects wear on, which can make the negativity bias that often accompanies them even worse. To top it all off, a […]

WFH Doesn’t Have to Dilute Your Corporate Culture

12/02/2021

The pandemic pushed many organizations to become fully remote, and the experience has been better than many imagined. As a result, a hybrid working model that embraces the best of both remote and office-based work awaits many workers and companies on the other side of the crisis. Adapting to this new working model might seem […]

Transformation in uncertain times: Tackling both the urgent and the important

10/02/2021

In ordinary times, successful leaders continually strive to master the balance between the urgent and the important, both in their organizations and their daily schedules. But today’s CEOs face unprecedented financial, health and safety, and operational challenges. For them, the problem isn’t balancing the urgent with the important. It’s that most everything is both urgent […]

How to Support an Employee with a Chronic Health Condition

03/02/2021

In the United States, 60% of adults have at least one chronic health condition: illnesses or conditions like chronic pain and fatigue that last at least one year and require ongoing management or restrict an individual’s activities. These numbers don’t include Covid-19 “long-haulers,” or the 10% of those who experience lingering symptoms, such as difficulties with […]

7 Strategies to Build a More Resilient Team

27/01/2021

Announcing Q4 results that exceeded Wall Street’s expectations, Apple CEO Tim Cook identified resilient, high-functioning teams as a key element that fortified the company in the midst of the pandemic’s unprecedented challenges. “Even though we’re apart, it’s been obvious this year that around the company, teams and colleagues have been leaning on and counting on […]

The next normal arrives: Trends that will define 2021—and beyond

14/01/2021

Businesses have spent much of the past nine months scrambling to adapt to extraordinary circumstances. While the fight against the COVID-19 pandemic is not yet won, with a vaccine in sight, there is at least a faint light at the end of the tunnel—along with the hope that another train isn’t heading our way. 2021 […]

How Did Business’s Role in Society Change in 2020?

12/01/2021

The year 2020 was incredibly rough, but with one big bright spot at the end. A once-in-a-century global pandemic — an unfathomable tragedy — devastated lives and economies. But in a miraculous display of scientific prowess, Pfizer, Moderna, and other pharmaceutical companies produced what appeared to be highly effective Covid-19 vaccines by December. After a year of […]

Cross-Team Meetings Don’t Have to Be a Waste of Time

08/01/2021

There is a frustrating familiarity about meetings with other departments, with an outcome you can predict even before the conversation begins: Heads will nod, there will be vague statements or a call for more data, and then unfailingly, you’ll repeat the same conversation repeated next time. Eyes roll, progress stalls, yet no one calls out […]

With vaccines on the horizon, here’s how business leaders can plan ahead |

10/12/2020

Still, many questions remain and in all my years of scenario planning, I’ve never seen uncertainty like that which has arisen from the COVID-19 pandemic. Leaders are in need of guidance as to how to plan for the months ahead. Salesforce has been tracking the many uncertainties surrounding COVID-19 since March and developed a range […]

Overcoming pandemic fatigue: How to reenergize organizations for the long run

02/12/2020

Pandemic fatigue: it’s plaguing organizations and employees right now. In 2020, we’ve endured a global pandemic, a massive economic crisis, and widespread social unrest. Layer on top of that forces that are fundamentally reshaping societies—technological innovation, business-model disruption, societal inequality, and workforce automation—and it’s clear that an epidemic of stress has been building, with the […]

In a Pandemic, We Buy What We Know

01/12/2020

llustration by Rocio Egio  Back in May, Unilever’s CEO predicted that consumers would eat healthier during the Covid-19 pandemic. Meanwhile, the CEO of McDonald’s remains confident they’ll return to Big Macs and other familiar favorites. Certainly, both can’t be right. Or can they? Organic and healthy food sales are in fact surging — but so […]

When do you need a chief restructuring officer?

23/11/2020

In less than a year, however, the ailing company’s cash situation had stabilized, avoiding the possibility of an abrupt insolvency. The company had found new sources of liquidity, and millions of euros in working capital were freed up thanks to improved short-term cash management. Lenders and other key stakeholders got behind the balance-sheet restructuring. What […]

The conflicted Continent: Ten charts show how COVID-19 is affecting consumers in Europe

19/11/2020

While these trends can be observed across the Continent, there is also significant variance in how different countries and age groups react to the crisis. In the following charts, we will look both at the big picture and at the most striking outliers. 1 1. The insights in this article are based on a survey […]

Navigating Office Politics When There Is No Office

07/11/2020

Across jobs, companies, and industries, people’s success has always depended not just on what they produce or deliver, but also on their ability to navigate the murky waters of office politics. A great deal of scientific research has explored the hidden potent forces underlying the formal and informal power dynamics in any group or organization, […]

A rolling disruption: COVID-19’s implications for private equity and portfolio companies | McKinsey

02/11/2020

The global COVID-19 pandemic shows few signs of relenting—in fact, in addition to its dual burden on lives and livelihoods, it is triggering civil unrest, new concerns about economic inequality, geopolitical tensions, and many other effects. The pandemic is more than an epidemiological event; it is a complex of profound disruptions. The pandemic is more […]

Agile resilience: Lessons from COVID-19

29/10/2020

Organizations able to absorb and adapt to the challenges of the COVID-19 pandemic successfully are, by definition, resilient. Many also find themselves making decisions at a speed, which would have been unthinkable in pre-COVID-19 times. What characterizes these organizations? What creates this kind of resilience? And how can organizations apply the lessons learned from the […]

How to Make Rational Decisions in the Face of Uncertainty

28/10/2020

Johannes Schwaerzler/EyeEm/Getty Images As we’re battling a virus that scientists still don’t fully understand, watching the stock market sink, then soar, then sink again, and facing a contentious election, the future seems completely unpredictable (instead of merely as unpredictable as it has always been). When we feel such heightened uncertainty, our decision-making processes can break […]

4 Tips for Effective Virtual Collaboration

14/10/2020

PM Images/Getty Images Team collaboration done right is a powerful force to align a group of individuals to accomplish a common goal in the most effective way possible. But even the best collaborations, filled with smart, capable, and experienced team members, can be a struggle. Done wrong, collaborative projects can feel like a waste of […]

How COVID-19 has pushed companies over the technology tipping point–and transformed business forever

09/10/2020

In just a few months’ time, the COVID-19 crisis has brought about years of change in the way companies in all sectors and regions do business. According to a new McKinsey Global Survey of executives, 1 1. The online survey was in the field from July 7 to July 31, 2020, and garnered responses from […]

Lessons from Chinese Companies’ Response to Covid-19

28/08/2020

The past months have provided an opportunity to study a once-in-a-lifetime moment — how companies function during an unprecedented global pandemic while also navigating an accelerated shift to digital operations. China was weeks ahead of the rest of the world in dealing with the pandemic and its fallout, so their experience is of interest. We […]

3 Behavioral Trends That Will Reshape Our Post-Covid World

27/08/2020

Colin Hawkins/Getty Images Typically, consumers’ supermarket shopping habits are stable and slow to change. When people do dramatically change their behavior around buying food and beverages, it’s usually driven by a major life event such as having a baby, moving to a new town, or changing jobs. The Covid-19 crisis is, of course, changing everyone’s life […]

From surviving to thriving: Business after coronavirus

04/08/2020

The 1966 World Cup marked a low point for Brazilian soccer. Although the winner of the previous two tournaments, the team was eliminated in the first round, and its star player, Pelé, failed to perform. Fouled frequently and flagrantly, he threatened never to return to the World Cup. Many wondered if Brazil’s glory days were […]

Innovation in a crisis: Why it is more critical than ever…

30/07/2020

John F. Kennedy once observed that the word “crisis” in Chinese is composed of two characters—one representing danger, the other opportunity. He may not have been entirely correct on the linguistics, but the sentiment is true enough: a crisis presents a choice. This is particularly true today. The COVID-19 pandemic has upended nearly every aspect […]

CEO’s guide to COVID-19: Restarting after the crisis

23/07/2020

As governments in Europe announce plans to end the lockdown, a new phase in the COVID-19 pandemic is upon us. It is a time for hope but also for caution. The end of the lockdown will not spell a return to the old “normal”, nor will it be universal. The opening will take different shapes, […]

COVID-19 and reskilling the workforce

21/07/2020

Imagine a crisis that forces your company’s employees to change the way they work almost overnight. Despite initial fears that the pressure would be too great, you discover that this new way of working could be a blueprint for the long term. That’s what leaders of many companies around the globe are finding as they […]

Does working from home cut or increase energy use?

05/07/2020

The study’s authors reviewed existing research into the impact of home-working.They found of the 39 studies analyzed, 26 suggested that home-working cuts energy use through reduced travel to work and office energy consumption. Only eight studies suggest the impact was neutral or negative. But once a wider range of impacts are included, such as non-work […]

Product simplicity for CPG companies

01/07/2020

Even before the onset of the coronavirus pandemic, complexity in consumer goods was increasing at an accelerated rate. The evidence can be seen all around: in grocery stores alone, new product launches have risen dramatically, from around 20,000 in 1996 to 39,000 two decades later. The evolving retail landscape has created new and different ways […]

How business leaders can plan for the next normal

30/06/2020

Dealing with the coronavirus crisis and its aftermath could be the imperative of our times. Indeed, we have argued that it augurs the “imminent restructuring of the global economic order.” As Ian Davis, one of our previous managing partners, wrote in 2009 in the midst of the global financial crisis: “For some organizations, near-term survival is […]

How supply chain transparency can improve decision-making

23/06/2020

Faced with major disruption events, decision makers need to get their heads around the why and when to act (the reaction) before working out how best to mitigate the impacts (the response). The speed of reaction and the efficacy of response will decide the ultimate outcomes for people and the environment. With COVID-19, this process […]

Coronavirus and the future of international cooperation | World Economic Forum

23/06/2020

In a matter of months, the COVID-19 pandemic has transformed the world almost beyond recognition. And yet the international cooperation that is so essential to confront a shared threat has been nowhere to be found. This should not be a surprise: our failure to respond effectively to the COVID-19 crisis reflects deeply entrenched – and […]

Setting up small and medium-size enterprises for restart and recovery

19/06/2020

Governments’ economic responses to the COVID-19 pandemic have included an array of measures to help people and businesses weather the storm. Small and medium-size enterprises (SMEs) are in an especially difficult position. Plunging demand has forced them to lay off workers, and many don’t have the financial resources to survive in this climate. In many […]

Preparing for the next normal via digital manufacturing’s scaling potential

17/06/2020

The coronavirus pandemic is changing manufacturing operations to a degree never before seen. As organizations and leaders seek to ensure the health and safety of their people, they are also reacting to supply-chain shifts that are impacting sourcing and distribution logistics. Supplier resilience is being brought into sharp focus, and labor shortages are bringing many […]

Digital collaboration for a connected manufacturing workforce

15/06/2020

Many experts predicted that with the coming of the Fourth Industrial Revolution (4IR), automation and advanced technologies would rapidly displace factory jobs and workers world-wide. Thus far, this prediction has not panned out. In fact, our research with the World Economic Forum (WEF) reveals that leading factories (“Lighthouses”) have invested significantly in people. And the […]

How CHROs Have Met the Moment

12/06/2020

Richard Kolker/Getty Images In the past, at big company moments, it was often the CEO and CFO breaking the news to employees, shareholders, and other stakeholders. A distinctive feature of the coronavirus pandemic has been to elevate the role of the CHRO, who is often visibly helping CEOs manage the present and lead their companies […]

No longer on autopilot: Lessons for CFOs from COVID-19

12/06/2020

We’re now months past the first reports of global infections and deaths from the novel coronavirus, and CFOs and finance teams have done the hard work of leading their organizations through the immediate crisis—for instance, helping to ensure the safety and protection of employees, suppliers, and other key stakeholders; collaborating across functions; assessing liquidity and […]

Digital adoption through COVID-19 and beyond

11/06/2020

By now, most C-suite executives have led their companies to digitize at least some part of their business to protect employees and serve customers facing mobility restrictions as a result of the COVID-19 crisis. As one CEO of a large tech company recently stated, “We are witnessing what will surely be remembered as a historic […]

How Investors Can Navigate Pandemic-Related Risk in Emerging Markets

01/06/2020

HBR Staff/artpartner-images/Getty Images Long after developed markets have Covid-19 relatively under control, the virus will remain a threat in emerging markets, where uneven governance, weak health systems, dense urban slums, and high rates of poverty multiply the challenges of fighting the pandemic. In a few countries there are already early signs of political instability and […]

Supple supplies – Businesses are proving quite resilient to the pandemic

30/05/2020

IF A VENGEFUL deity were to design a weapon to wield against the global supply chains that characterise modern business, it might well hit on a virus which hit production facilities all around the world. In the face of covid-19, though, the sinews of business have, for the most part, held up remarkably well. Air […]

Driving digital change during a crisis: The chief digital officer and COVID-19

29/05/2020

Amid the humanitarian crisis that has upended lives and cast a veil of uncertainty over the future, one thing is clear: we are living in a much more digital world. As governments around the world institute nationwide lockdowns, the demand for digital services and products, from both customers and employees stuck at home, has hit […]

Good Leaders Can Overcome Institutional Inertia in a Crisis

28/05/2020

Justin Pumfrey/Getty Images Although Covid-19 is clearly a catastrophe, it offers what every social scientist craves: a “natural experiment” that allows us to compare different responses to similar shocks. We have already learned much about what does and doesn’t work in tackling the virus itself. We can also glean profound lessons about the role of […]

Direct-To-Consumer Brands Are Finding New Ways To Engage With Customers

27/05/2020

Even before the pandemic arrived, acquisition channels and costs were on the top of mind for a lot of direct-to-consumer brands. Since they can’t rely on exposure through big retail chains and online marketplaces, they have to find their own ways to reach customers while staying cost-effective. A lot has changed in the world over […]

The digital-led recovery from COVID-19: Five questions for CEOs…

27/05/2020

There’s a popular meme going around that neatly captures the tipping point of digital. It’s a short questionnaire asking who is driving your digital transformation. The first two options are “CEO” and “chief digital officer.” Below that, highlighted with a bright red circle, is “COVID-19.” The coronavirus pandemic is a humanitarian crisis that continues to […]

Onboarding a New Leader — Remotely

26/05/2020

Michael Blann/Getty Images Imagine that you have a new supply-chain leader starting next week. You hired her to do supply-chain transformation before the crisis took hold. But now she is joining remotely and inheriting a remote team, and her short-term, urgent priorities are very different from what they appeared to be before the pandemic. As […]

How to Talk to Your Team When the Future Is Uncertain

09/05/2020

As the coronavirus pandemic escalates and disruptions to business-as-usual continue, managers are grappling with the unknown. You don’t know when your employees will be able to return to the office or how different things will be when they do. Regardless, you need to be in constant communication with your team. What information — and how […]

How the CPG industry can prepare for the next normal

07/05/2020

As the coronavirus pandemic spreads across the globe, threatening both lives and livelihoods, consumer-packaged-goods (CPG) manufacturers continue to play an important role: producing essential items we all rely on for our health and well-being. CPG leaders have focused on meeting this demand while guarding the safety of employees and customers. At the same time, forward-thinking […]

How the Coronavirus Crisis Is Redefining Jobs

06/05/2020

Martin Barraud/Getty Images The outbreak of Covid-19 has forced organizations into perhaps the most significant social experiment of the future of work in action, with work from home and social distancing policies radically changing the way we work and interact. But the impact on work is far more profound than just changing where people work; […]

Managing manufacturing organizations during coronavirus

01/05/2020

As the COVID-19 pandemic sweeps across the globe, manufacturing organizations face significant operational challenges. Some companies have temporarily shuttered factories in response to government restrictions or falling demand, but others are facing significant increases in demand for essential supplies. Frontline manufacturing staff can’t take their work to the relative safety of their homes. Plant leaders […]

Positive leadership during the COVID-19 crisis

30/04/2020

For business leaders, the COVID-19 pandemic has accelerated unprecedented change. More than ever, the health of businesses is urgently and visibly linked with the health of workforces, the health of our society, and the health of our planet. Previously unimaginable shifts in our daily lives are compelling companies to adapt quickly and identify creative, unconventional […]