Why Imagination Is Key To Business Success
By Charles Hopkins
Published 11/27/2007 | Entrepreneur
The average person thinks of a business person as either some kind of
poker-faced accountant or some cherubic extroverted sales person.
You rarely read an article in the popular medium about an
imaginative business person or often hear of one who is highly
creative, artistic, and imaginative.
The popular concept of a business person espoused by the media is
someone who is rather dull and linear in their thinking. They are
referred to more often as "hard-nosed" and "practical." In fact, many
business people themselves buy into this erroneous stereotype.
Yet imagination is the heart of business success. While
corporations themselves may appear to be based on buttoned-down rules
and regulations, the entrepreneurs who started them have all, without
exception, been highly creative and imaginative. Those corporations
that remain innovative and progressive still retain some themes of
Napoleon Hill, in his perennially popular book, Think And Grow
Rich, goes into great detail about the seminal role of imagination in
He talks about two types of imaginative faculties: "synthetic" imagination and "creative" imagination.
Through synthetic imagination, a person arranges old concepts,
ideas, plans, and business models into new combinations. Now while
nothing new is created, the new pattern yields surprising results.
For example, the self-help grocery store where customers do all the
work of shopping is now very familiar to us, and we can't even remember
when things were different.
However, the original business model was to have people come up to
the counter of a shop and present their list to the sales clerk who
would then run around the store and fetch it for them.
Now, with the use of aisles, clear directional signing, and
shopping carts, the job of a store is to keep it stocked and check
In fact, even this idea of checking people out is becoming
obsolete, with many stores now offering people the option to check
themselves out. Thus, the customer does all the work. Pulling out and
wheeling the shopping cart, selecting products, and checking themselves
out, and carrying their own bags to their cars.
The result of this arrangement is that everyone is happier. The
customer gets to be in control of their shopping experience and the
retailer can handle many more customers.
The creative imagination borders on the mystical.
Here is how Napoleon Hill describes it:
"Through the faculty of creative imagination, the finite mind of
man had direct communication with Infinite Intelligence. It is the
faculty through which 'hunches' and 'inspirations' are received. It is
by this faculty that all basic, or new ideas are handed over to man. It
is through this faculty that individuals may "tune in," or communicate
with the subconscious mind of other men."
An example of creative imagination is the invention of the original
recipe of Coca Cola, which went on to spawn the entire soft drink
Business, then, is far from being a game of conservative
rule-playing. It is humming with imaginative ideas on how to serve the
marketplace. This aspect of business is seldom mentioned in the media
and we are often mislead to believe that creative and synthetic
imagination is only the domain of the artist.
The business person, especially the entrepreneur, who starts to
exercise more imagination, will notice many more ways to make money,
creating new channels of supply and demand for the marketplace.