Instead, the company has been wielding tighter management and creativity in its relatively traditional industry to beat higher costs.

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My prediction: The best and brightest millennials will combine missionary zeal, hardcore management skills and Silicon Valley-style creativity to attack social ills.

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Given that the future of most organizations depends on creativity, this finding offers further compelling evidence why traditional management must be reinvented and imperial management structures replaced.

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Unfortunately, I have seen both the people and the creativity steadily and systematically wasted in pursuit of financial and management fads that seem to have only driven innovation into the ground.

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This cult of fun is driven by three of the most popular management fads of the moment: empowerment, engagement and creativity.

ECONOMIST: The depressing vogue for having fun at work

More importantly, he worried about management culture as the path to product culture, where innovation means never-ending creativity, not tossing the dice and getting lucky on a good roll.

FORBES: Don't Fear the Fad

BMW's efforts to harness the creativity of its customers began two years ago, says Joerg Reimann, the firm's head of marketing innovation management, when it posted a toolkit on its website.

ECONOMIST: The future of innovation