“Art allows you to understand that there are no limits. There are no rules when doing a new painting or when composing a new music piece, and this can be translated to the ways we use creativity in our business” – Sebastián Stranieri, VU’s Founder
Context and Challenge
VU Cybersecurity is a tech company that has incorporated a creative mindset as part of its organizational DNA. They are avant-garde cybersecurity providers, thriving at innovation competitions such as the Visa Every Where initiative, winning the Acelerar España Prize, Microsoft Partners Award, and NTT Data Innovation Contest.
Reflecting on their achievements, the company’s management highlights culture as a key differentiator: in a context where everyone is rigid, having an art-based culture has been a keystone. To continue differentiating culturally-wise, their CEO raised two fundamental questions to The Artian:
How can we maintain employees’ creative spirit alive and how do you instill this spirit among the new ones?
How can we nurture a transdisciplinary workforce and make it become conscious about the practical applications of transdisciplinary thinking?
The Artian’s solution
New innovation practices and processes were developed: “The Creative Challenges”
The Creative Challenges are sessions held every month, where the entire marketing team gathers in a formal meeting to foster the idea development process (read in our blog, why is it important). The monthly activity isBy learning about the value of art in business, participants at The Artian’s activities learned that adaptability and flexibility of thought are key to develop such a mindset and brand. And in making use of this more adaptable mindset, employees at VU began to reflect on new and non-standard ways of finding the uniqueness of the brand.
Promoting a more holistic business profiles-The value of Renaissance Thinking
Marketing professionals at VU are now increasingly willing to incorporate art as a practice in order to communicate ideas better to the customer. For instance, artistic appreciation led participants to understand that individuals make widely different interpretations of one same creative piece. This has led them to sharpen the understanding that it is not optimal to provide the same marketing content to different countries, for example. In the same way interpretations of one same piece of art vary from person to person, the regulation and the approach to cybersecurity also vary from country to country. As a result of this sharpened understanding, the marketing content is increasingly tailored to the characteristics of each country.