The place to be be for being creative is at home. 13.5 percent do have their best ideas while having a shower or being in the bathroom. Another 12.1 percent are creative in the bed or on the sofa. Finally 9.9 percent of ideas are being produced on the WC.

Another high percentage of ideas are generated on the move: Running 7.1%, walking 6.7% or bicycling 3.6%. 5 percent of the people interviewed do have their daily creative high while doing sports.

What prevents people from being creative?

The main reason for not being creative on the job is stress with 36.7 percent. Another 23.5% of the people consulted said they have no privacy on the job or are too much distracted. In 14.5% of the cases innovation and creativity was not requested. Finally 9.3% of the people interviewed were devastated with work, saying it kills creativity.

Not creative?! It might not be your fault.

On the one side corporations need innovative products to stabilize and expand their position in the market. On the other side the IQudo survey stated that hardly anyone is creative on the job. Now, that's a challenge!

Since we found out that everyone does have ideas, but not on the desk it stands to reason, to search for the problem within the working area. Successful advertising agencies and innovative companies relate their creative outcome to the companies culture. The culture influences the creative performance of the staff. To be creative or not to be creative depends to a great deal on the companies culture.

The ideal idea climate.

The IQudo survey shows that ideas mostly arise in moments of relaxation. At home on the sofa we feel safe. Therefore the ideal climate for ideas to pop up is a safehatchery. Secondly ideas materialize while moving the body. The positive feeling that we get, while doing semi-automatic activities like runningor bicycling arise through biochemical processes in the body. Mainly four hormones are involved: Dopamine, Serotonine, Endophine and the so called creativity hormone "ACTH" [Adrenocorticotropic hormone].

Leaders can raise the BIPE (Brilliant Ideas Per Employee) if they succeed in building up an atmosphere where employees feel at home and where they can experience the same hormone fireworks while doing sports. That is, there should be areas to retreat from everyday business stress and areas to exercise.

The second most innovative company in the world, according to BusinessWeek; 04/09: "The Top 100 Most Innovative Companies." has done it brilliantly in their Zurich HQ. Cynics say the Google's working environment is a serious threat to one's entrepreneurial spirit; we think the wild interior design, bean bags, cable car meeting rooms, fake snow and a slide leading directly into the cafeteria is just right for the employees to feel at home on the job.

A corporation that encourages sports activities, Hugo Boss, has installed an open space gym in their Metzingen HQ. During summer beach volleyball in front of the HQ is being offered.

Do you have questions about our idea generation survey? Please feel free to send us an email:idea@IQudo.com