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The importance of creativity as a strategic competence is growing rapidly; it is key to survival in the next era. Creativity is not limited to products and services but also to the way value chains / networks are structured and the nodes (partners) in the network are implemented. Technology will penetrate deeper and deeper in the execution and will push humans out of significant parts of the value chain. This transformation is not an optimisation of today's operating model. In order to make this transformation happen, organisations will have to brake free from the architectural paradigms of the past and open up for a fundamental new way of building. The 'old' architecture will die and be replaced by a complete new architecture rooted in a true holistic way of creative problem solving. Problems with an ever increasing wickedness-level. This transformation will rely heavily on the creativity of organisations. Creativity is one of the core competences if not The core competence of architects (the new holistic architect in specific). The focus of the architect is not to react to change in the business, but to unleash their creativity to generate idea's and solutions that give enterprises a competitive advantage. Ideas that amongst others leverage the long tail effect and incorporate ecological principles. Organisations will have to invest more and more in creative problem solvers (architects). True design capabilities will become the core capability of architects; other tasks (e.g. project management, communication, modelling) will become less important. These tasks will be addressed by other team members specialised in these tasks.
The content presented in this editorial reflects the personal opinion of the author. Copyright notice: This publication is based on the principle of open content Erik Vermeulen is director of Stichting Digital Architecture and member of the Via Nova Architectura editorial board. He is executive business consultant at Atos Consulting. 
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