The Illusion of Innovation: Why Creativity in Vietnam Is Mostly Cosmetic
Why most “innovation cultures” are just control cultures in disguise.
Let’s be honest.
Most Vietnamese companies don’t want creativity.
They want novelty without disruption.
Ideas without dissent.
Change — but only if it doesn’t challenge power.
We hear phrases like “Think outside the box” or “We welcome innovation from all levels.”
But when it comes to actual business decisions, the message is clearer:
Don’t rock the boat. Respect the hierarchy. Play it safe.
Creativity in Vietnam has become mostly cosmetic. It lives in marketing departments, on rebranded packaging, or in youthful brainstorming corners. But at the leadership level — where decisions shape structure, culture, and momentum — creativity is often quietly discouraged.
This isn’t a cultural quirk. It’s a structural flaw. And it’s holding Vietnamese companies back — especially those trying to scale, professionalize, or transform.
The Problem with “Creativity” in Vietnamese Business
Let’s deconstruct how creativity is typically treated inside organizations:
“Make the ad look nicer.”
→ Creativity as decoration.
“Be bold — but don’t challenge the system.”
→ Creativity within invisible lines.
“We love new ideas, but not right now — we’re too busy.”
→ Creativity as a luxury.
“Let the young team be creative. Management will decide.”
→ Creativity detached from decision-making power.
This is how creativity becomes symbolic — celebrated in slogans, but unsupported in systems.
Worse, it’s often weaponized. When creative ideas fail to “land” in this structure, leaders blame culture, individuals, or generational gaps — instead of examining the real issue: a leadership model that rewards compliance and speed, not curiosity and complexity.
The Fix: Creativity as Leadership Infrastructure
At Vietnam Vanguard, we believe creativity isn’t a personality trait or a department. It’s an organizational system. And leadership either builds it — or blocks it.
That’s why we’re hosting a focused executive briefing on August 14 in Ho Chi Minh City, in partnership with Washington University in St. Louis – Olin Business School and Rēsu Executive Education.
The session — Leading Innovation at Scale — will feature a powerful voice:
Prof. Markus Baer, Vice Dean at WashU Olin, and global expert on creative team dynamics
Together, they’ll guide senior leaders through the practical side of organizational creativity:
What you’ll explore:
Why most creative teams underperform — and how to fix it
How leadership behavior shapes creative culture
How to structure for dissent, trust, and decision speed
How legacy institutions can still lead innovation — with the right systems
Why This Matters Now
Vietnam is undergoing a once-in-a-generation shift:
Political consolidation
Bureaucratic streamlining
Talent reshuffling
The growing influence of AI and international capital
In this environment, creativity isn’t a soft skill — it’s a survival skill. It’s how businesses adapt faster, retain better people, and unlock long-term scale. But it won’t come from hiring more creatives or launching an “innovation team.” It comes from what leaders are willing to stop, start, and change at the top.
Join Us — If You’re Ready to Lead Differently
Executive Briefing: Leading Innovation at Scale
Thursday, August 14, 2025 | 8:30 AM – 12:00 PM
JW Marriott Saigon — Ho Chi Minh City
Hosted by Washington University – Olin Business School — In partnership with Rēsu Executive Education and Vietnam Vanguard
Register now ->
