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Kevin Roberts on the difference between creativity and innovation

Kevin Roberts knows about the business of creativity. As Chairman of international ideas company Saatchi & Saatchi, he has many opportunities to see the relationship between creativity and innovation play out in business and learning contexts. He cites the “unreasonable power” of creativity in business. He argues that while other business metrics (quality, price, value, systems) are easily delineated, creativity has almost unlimited potential to differentiate a product or service. The terms “creativity” and “innovation” are often used interchangeably. However, the two terms are not synonymous – so what differentiates them? What roles do creativity and innovation play in the creative process? Do those roles change depending on the discipline, industry or situation?