From adaptability and agility to innovation, creativity is at the heart of what businesses need to thrive. And it’s not relevant just to those in creative industries. In every sector, from pharmaceuticals to finance, understanding what employees need to think and act creatively holds the potential to build resilience in a business and happiness for individuals.

“Everyone has creative potential,” says Ben Hamley, data-driven design, innovation and strategy director for APAC at Jones Lang LaSalle (JLL). “The natural diversity of perspectives is super-important for companies to be able to transform, do new work or create new value in the future. More than anything else, companies have to enable their employees to realize that potential. Talented people look for workplaces where creative work thrives—where they can do the best work of their life.”

“We think for a living, and the quality of our thinking determines the quality of our work,” he says, welcoming the recognition that mental health and well-being are essential to performance.

“If you’re observing a certain framework in any given industry at any level and you see a different way of doing it with a more efficient process—or when it comes to a product, maybe inventing a new technique, tactic or tool—you have a chance to gain some advantage,” he says.

Embracing this research, JLL is linking the Science of Creativity with the Science of Experience to develop a new approach to the way we think about work.

High performers in any field have established habits and metrics that they regularly use to optimize their efforts. At JLL, the use of “human experience analytics” gives a detailed picture of how their employees experience work wherever they are.

This approach to the Science of Work builds on previous studies, such as the workplace neuroscience research that JLL conducted in 2022. Among other insights, this study found that people work better together in the morning, and that even when working on individual tasks, people perform better in the presence of others.

The application of these insights can provide more detailed information on the power of workplace experience to support people in reaching their potential.

Creativity research adds another layer. Creative styles influence an individual’s requirements and preferences for ways of working, as well as the environment in which they’ll flourish.

When it comes to making evidence-informed decisions about the future of work, very few organizations have moved beyond simplistic measures, such as utilization and cost. While this is important, Hamley says that companies are focused on the wrong thing. “The most creative companies see their work as a learning experience. They provide tailored support and coaching to grow—rather than simply attract—talent.” For the companies that get it right, resilience and innovation await.

This powerful combination of data and insight is helping JLL shape the future of work, developing work-focused environments for everyone to be their best and do their finest, most creative work.