We are living in a world where it often feels like there are more problems than solutions.
Which is exactly why creativity matters.
Not as a luxury.As a necessity.
Creativity—combined with critical and analytical thinking—is what allows us to move beyond obvious answers and find new ways forward.
Throughout my career, I have consistently invested in it.
When I founded CENTRO, the vision was clear: to professionalize creativity. To prove that art, design, innovation, and business are not separate worlds—they are deeply connected.
The same thinking shaped Dalia, where we focus on developing what I call life skills.
Because I have seen something again and again:
Highly educated, highly capable women—who, despite their preparation, struggle to pitch an idea, negotiate a salary, or position themselves.
Not because they lack knowledge.But because they haven’t developed these skills.
And that has consequences.
The Urgency of Creative Education in Mexico
One of the reasons I care so deeply about education is because I believe in its ability to transform lives.
And in Mexico, we have a serious challenge.
According to the 2022 PISA assessment, out of 37 countries, we ranked 35th. While most attention focused on reading and math, the data also revealed a significant gap in creative thinking.
Only 13.8% of 15-year-olds demonstrated the ability to generate ideas, innovate, and solve complex problems.
That should concern us.
Especially when the World Economic Forum’s Future of Jobs Report shows that analytical thinking and creative thinking will be among the most in-demand skills in the coming years.
At the same time, 42% of companies are already investing in training their workforce in artificial intelligence and big data.
Which makes one thing clear:
Technical capability alone will not be enough.
Creativity as a Competitive Advantage
Artificial intelligence can perform tasks faster and more efficiently.
But creativity—along with other human capabilities—will be our differentiator.
Creativity is not a talent reserved for a few.It is a muscle.
And it can be developed.
In business, the ability to innovate, to think differently, and to approach problems from multiple angles is a critical competitive advantage.
We are at a turning point.
Investing in creativity is not just about solving today’s problems.It is about preparing for what comes next.
From classrooms to boardrooms, this is a skill we need to actively build.
Because ultimately, it is what will allow us to create the solutions the world needs.
So I’ll leave you with a question:
How are you strengthening your creative muscle?
