Jorge Delgado, collaborator of ISEM Fashion Business School of the University of Navarra, presented his new book Las claves de la creatividad empresarial. How to manage innovative talent. The presentation was attended by the general director of Google in Spain and Portugal, Fuencisla Clemares, author of the prologue of the book, published by EUNSA.

Delgado stated that "in any business, creativity and innovation are now necessary for the survival of companies and for the effective and efficient development of public services". The author assured that "it is necessary to anticipate changes so that they become an opportunity and not a danger for business continuity. The right time is now.

The book deals with issues such as divergent thinking, how to achieve a creative climate in organizations or how to deal with problems. It also offers different development models for creativity and innovation. It also describes how the way our brain works influences our ability to generate new and useful ideas; analyzes the qualities that make us more creative and the motivation behind innovative work; and describes the factors that promote creativity in groups.

Acting at various levels

Jorge Delgado comments in his new book that for an organization to become an innovative platform, it is necessary to act on several levels: the creative capacity of people, the climate of the organization, the leadership style of managers and middle management, and the structure and policies of the organization.

Regarding the current state of innovation in Spanish companies, the strategy consultant pointed out that many companies have the intention to innovate but in a diffuse and theoretical way: "Some companies are making efforts because they are aware that their markets are going to change a lot in a short period of time and they are afraid of being left out. Others, on the other hand, are not putting enough effort into it, probably because they don't know what it means to become an innovative, agile and adaptable organization".

The author holds a law degree from the Complutense University of Madrid and an MBA from IESE-University of Navarra. He has worked as a strategy consultant and as a manager in several Spanish and American multinational companies. He currently advises companies and public and private organizations on the creation of climates and leadership styles that favor innovation.