Executives Do Some of Their Best Thinking in the Car: Land Rover

Land Rover

The perfect thinking environment?
(Photo: Land Rover)

One in five (18%) executives have their best ideas in the car. One in ten spend more than 25% of the working week in the car.

According to a study carried out by Land Rover with organizational psychologist Sir Cary Cooper and the Institute of Directors, 84% of business leaders believe their environment is important for enabling creative thought.

Respondents listed fresh air (23%), a feeling of space (18%) and natural materials (wood, leather etc.) (5%) as being vital for a creative environment, while comfort (64%), having time to think (61%) and not feeling stressed (41%) were seen as the required psychological conditions for having the best ideas.

The study found that the home (not the office) was reported to be the most effective place for being creative (48%), while one in five executives (18%) said they have their best ideas in the car.

“The findings of this study suggest that cars present an opportunity for both the right psychological and the right physical conditions for creativity,” says Sir Cary Cooper. “Creative thoughts will often come to us at a time when we least expect them – when we are relaxed or not thinking about a problem. Experiments have shown that when dopamine is released into our brains from habitual or instinctive distractions, such as driving a car, we are more able to allow our brains to be creative.”

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