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Welcome to the HBR IDA cast from Harvard Business Review. I'm Kurt Nickish.

The creative economy may be having a bit of a moment. I'm saying this partly from

feeling, but look at job postings, or TV ads, or just listen to CEOs talk nowadays, and

you get the sense that more and more companies realize that creative workers are key to value

creation. Now content has always been king, right? But there have been some significant

developments lately. New technologies, the explosion of the gig economy, digitization,

plus social pressures to give more credit to people behind the products. To say nothing

of the COVID-19 pandemic, which is exerting new forces on workers and employers. Our guest

today believes that companies will fall behind, unless they make themselves more attractive

and rewarding for writers, designers, artists, producers, or just anybody who values creativity

in the workplace. Scott Belski is the chief product officer at Adobe. He joined the company

in 2012 when he sold his startup BeHance to the firm. Scott, thanks for coming on the show.

It's my pleasure.

10 years ago, you know, back around when you sold your company, the creative economy, creative

class, that was a popular concept. What has been happening since then to take this kind

of from buzzword status to a real material trend?

Well, I think the most significant work changes that have benefited the creative worker, some

of them are trends in terms of technology and media in general. And certainly some of

them relate to the tools that creatives use themselves. So let's just talk quickly about

...