b'INTELLECTUAL CAPACITY But the built-in stabilizers of the importance of group decision-making can be used as powerful influences to encourage people to risk these incidents.Finally, the large organization has an organizational alternative to the supposed conservative consequences of greatness. There is evidence that the relatively rigid organization can build into its own structure certain flexibility that would provide an organizational home for the creative, but irresponsible individual.What may be needed, especially in a large organization,is not so much a suggestion box system as a specialized group whose function is to receive ideas, develop them and follow them as necessary. This would be done after the group had evaluated each idea and, preferably, had a long discussion with its author. Then, when the idea and the necessary follow-up are passed on to the appropriate executive, they will be more willing to listen.Theimportantpointistobeawareoftheneedorthepossiblevalueofa system that allows creativity to produce more innovation.Some companies need such measures more than others. And, as we pointed out earlier, the need partly depends on the nature of the industry. Certainly, it is easier to turn creativity into innovation in the advertising industry thaninanoperationalcompanywithelaborateproductionprocesses,long distribution channels and a complex administrative configuration.The potential for creativity to mature varies enormously with the industry, the climate in the organization, the organizational level of the originator of the idea, and the kinds of day-to-day problems, pressures, and responsibilities of the people to whom he addresses his ideas. Without clearly appreciating these facts, those who claim that a business will somehow grow and prosper simply by having more creative people worship their own illusions.Germain Decelles229'