“Low light. Moderate levels of noise. Alcohol. These are all things that – according to research – enhance our creativity. Those findings are all interesting, no doubt, but the applications of such enhanced creativity in the real world are pretty debatable. By focusing too much on the smallest details, we often lose sight of why creativity is so important in the first place: because it improves people’s lives. That’s the whole point, and it’s something businesses should keep in mind. Upgrades and cool new features are great, but if your creative team isn’t getting people excited, and making people’s lives better, they’re doing something wrong.”