It is really just one persons opinion, right?
No - it's not just one person ... it is a person that has research thousands upon thousands of workers over many years. It is the opinion of many.
Okay - give you and example closer to home of a company that is creative thinking.
I buy firewood. I have a choice of buying firewood from a number of people. I can buy firewood from Joe Bloggs who's only contact is a mobile phone and generally get messagebank. He wants cash on delivery, only supplies firewood, is a grumpy bugger and he charges $100/m2.
Or, I can buy firewood from the people that I do buy it from. They have a comprehensive website that details all the services they offer - firewood, kindling, a stacking service, tree removal/lopping, mulch etc. I can order and pay for my firewood online, type them a message about preferred dropoff time and location (ie, in the driveway) and then they call me that same day to confirm time. The employees are all chirpy and friendly and enjoy their work. Cost is $100/m2.
Who do you think is being creative and who I would use?
Now, I don't know the culture inside the company that the workers enjoy - but if their outward appearance and employee friendliness is anything to go by, I would suspect that this company is creative in both their marketing and their employment.
Sunfish - surely you are old enough to recall what employment was like 50 years ago. How has it changed in comparison to now?
I am not being elitist, I am being a realist. One only has to look back in time to observe change, those who embraced the change and those who were left behind.
The industrial revolution is a great example. Those who embraced, were forward thinking and grasped opportunities often became successes in their own right. Those who refused to move from "old ways" and instead lamented were often left behind.
Same with colonisation ... same with the agrarian age ... same with the rise of company structures ...
One only has to look at company loyalty nowadays ... it doesn't exist whereas 50 years ago a workers identity was very much wrapped up on the company they worked for. Who do you think abandoned company loyalty first? It was the companies back in the early 1980's, laying off staff regardless of tenure - which made employees think "if the company doesn't care for me, why should I care for it."
And so - comes the rise of the thinkers.