Radio interviewer Art & Business is an organisation that develops creative
partnerships between business and the arts. Peter Jones is going to talk
about the company’s ideas and tell us about some of their success
stories. Peter ... maybe you could begin by telling our listeners why Art &
Business was created?
Peter Jones Well, in the twenty first century productivity is no longer a matter
of machines. The success of a company depends on its people and on the
creativity of its people .... It makes sense that the way to increase productivity
is to stimulate creativity.
Radio interviewer And what better way to stimulate creativity than through
reading books.
Peter Jones Exactly. Every reader knows that a good book can stimulate the
imagination and the intellect …get you thinking along lines you might not have
thought of before ... open up new worlds.
Radio interviewer So, have you had any help in setting up the project?
Peter Jones Yes. The London Libraries Agency and an organisation called
The Reading Partnership work with us on this project. We’re trying to use the
power of the written word to motivate staff in the workplace. In a recent survey
seven hundred business leaders were asked which book had inspired them
and had a positive influence on their career. They were able to choose any
kind of book ... any kind at all. Only about 40% chose a business book. Most
people chose a work of fiction; a novel, a play or even poetry.
Radio interviewer How can reading help somebody to become a more
creative worker?
Peter Jones Successful managers need to be well-rounded people. They
need active imaginations. When they interpret fictional scenarios they are
using their creativity. Readers combine imaginative skills with critical
and analytical skills.
Radio interviewer Are we talking about the right and left sides of the brain?
Peter Jones Yes. ... Our logical left side of the brain interprets the language
of a book. The creative right side looks at the forms of expression. The left
side analyses the plot while the right side is more interested in the
relationships between characters – the emotional aspects.
Radio interviewer How does this transfer to the world of Business
Peter Jones Creative ideas make businesses more competitive. Shared
reading experiences improve communication and morale at work.
Radio interviewer Can you give listeners some examples of how this scheme
has been brought –successfully into the workplace?
Peter Jones Employees at WH Smith have stuck poems and quotations
above their desks ... for inspiration
Radio interviewer Well ... WH Smith deals in books. What about other
examples?
Peter Jones The telecommunications company Orange set up a project
called “Talk Books at Work”. They discovered that encouraging employees to
read helped them to develop their linguistic and interpersonal skills.
Marks and Spencer has set up reading groups at work. The groups cut across
the usual hierarchies and working relationships have improved greatly.
