CREATIVE LEADERSHIP IN MODERN MANAGEMENT: METHODS, TECHNIQUES, AND THEIR IMPACT ON COMPANY COMPETITIVENESS

In the context of a modern business environment characterized by rapid changes and significant uncertainty, the development of creative potential among leaders becomes critically important for ensuring sustainable growth and maintaining company competitiveness. The purpose of this study is to analyze and evaluate the effectiveness of various creative techniques in developing leadership qualities and managerial skills necessary to enhance organizational competitiveness and innovation potential. The research methodology includes content analysis, comparative analysis, and case studies, alongside a review of scientific literature and reports from international consulting firms. The article examines key creative techniques such as brainstorming, Edward de Bono's Six Thinking Hats method, SCAMPER, design thinking, the random word technique, reverse thinking, and others. Their impact on productivity, adaptability, talent retention, and competitiveness is analyzed for both Russian and international companies. The results of the study confirm that the use of these techniques promotes the development of unconventional thinking, improves decision-making processes, and fosters the creation of an innovative organizational culture. The study’s conclusions can be useful for leaders and HR specialists in developing and implementing creative management methods aimed at increasing innovation activity and improving strategic planning in a dynamic market environment.