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Diverse Teams Enhance Creativity

June 29, 2012


Last week, we held a couple of brainstorms to come up with ideas for several clients. While I attended one and facilitated another, both sessions reinforced something I think all marketing professionals would agree is vital to not only a successful brainstorm but also a successful team: diversity.

Based on its definition, diversity takes what could be perceived as weaknesses (i.e. differences) and turns them into strengths:

1. the state or fact of being diverse; difference; unlikeness

2. variety; multiformity

3. a point of difference

I was struck by the variety of ideas we generated based on different ethnic backgrounds, gender, age and life experiences. For example, during one session, we had:

 –         Mom’s perspectiveAges ranging from 21 to 48

–          Different cultural point-of-views from Hispanic and African-American colleagues

–          Health nuts from runners to yoga enthusiasts

–          Foodies as well as non-discerning eaters

–          Democrats and Republicans

Our clients rely on us to ensure their marketing or public relations efforts reach the right audiences. Having those audiences represented during a brainstorm – as well as on our account teams – not only fosters creativity but also allows us to consider cultural sensitivities and preferences, and learn from each other in the process.

According to the American Sociological Review, workplace diversity is also among the most important predictors of a business’ sales revenue, customer numbers and profitability.

How does diversity benefit your business or team?

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