Why are creativity and an entrepreneurial attitude necessary for solving the most wicked problems of our world? The answer lies in the unfinished nature of our society.
The fact that we sometimes feel powerless when facing the most burdening challenges of our time is because all of the easy solutions have already been found. To enter the realm of unconventional solutions, large companies should utilise entrepreneurial thinking and creative problem solving at a much larger scale than they currently do.
In my career, I have worked with entrepreneurially oriented and interdisciplinary teams. I have found that the motivation for becoming an entrepreneur is no longer only based on external metrics, such as success or gaining wealth. There is an increasing number of entrepreneurs whose motivation is driven by the effectiveness of their work; how creative solutions and entrepreneurial spirit can make a difference and do good in the world.
Entrepreneurship can solve almost all kinds of problems. It is, however, most impactful when the entrepreneur themselves is first and foremost passionate about the problem, not just the solution. Oftentimes, entrepreneurship and creative solutions are both fuelled by some degree of personal concern and an inner motivation for solving the problem. This inner motivation drives the entrepreneur towards the solution even when things get tough.
Entrepreneurship is, however, most impactful when the entrepreneur themselves is first and foremost passionate about the problem, not just the solution.
Incorporating an entrepreneurial approach and creativity into every company’s problem solving process
It seems to be a widely recognized fact that entrepreneurship can be used to contribute towards societal goals. PwC’s operations are strongly guided by the need to solve the – often societally significant – problems of customers and companies. It is therefore clear that we, too, should question our familiar working methods and stay up to speed regarding the changing circumstances so that we can differentiate ourselves from our competitors and offer our customers solutions that really work.
PwC’s creative problem-solving approach BXT (Business, Experience, Technology) is a good example of incorporating an entrepreneurial mindset into teams within a larger organisation.
This approach ensures that we will always try to get to the root of the customer’s problem instead of just jumping to providing them with a solution. Involving different people from a wide variety of backgrounds and with experience from different fields allows us to piece together a more comprehensive picture of the situation. We strive to consider many different perspectives in our problem-solving process, and to build common solutions with our customers.
Diverse teams can generate divergent ideas. Divergent ideas are needed to challenge the status quo.
PwC’s most significant differentiating factor is our people. With our BXT approach, we wish to bring out the personalities and personal experiences of our staff. Diverse teams can generate divergent ideas. Divergent ideas are needed to challenge the status quo.
I think that if larger companies would dare to utilise a more entrepreneurial approach in their activities, completely new solutions, thoughts and innovations may emerge.
Read more about PwC’s BXT approach that focuses on creative problem solving.
Santeri Palomäki
Consulting, Sustainability & Climate Change at PwC