Richard Florida: Creativity, the fundamental business force

Describing how he arrived at the idea of a "creative class" and placing it in economic and historical context, Richard Florida talks about the fundamental economic force reshaping modern economies today - an ability to innovate, or to add creative value based, in part, on mental alacrity and a certain social IQ, but more importantly, in a larger willingness to view people as a potential to be maximized instead of costs to be minimized. Put another way, while it's certainly true that many agricultural or industrial activities can and will continue to provide jobs, today it's human creativity that is adding wealth.

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