John Michael Schert, co-founder and executive director of Boise-based dance troupe Trey McIntyre Project, said the dancers visit company offices, perform a routine and lead employees in discussions about the creative process of creating and refining a dance, CNN Money reported Tuesday.
"We teach them the dance after we've discussed it so that they can experience that translation of verbal cue to action," Schert said.
"We've decided that we have a real asset, which is the creative process itself. We're selling that," Schert said.
"Artists live the whole process of inspiration. We decided to refine it as a tool," Schert said. "We want companies to understand what they are creating, whether it is a marketing strategy or a healthcare policy, and get them to think about where they get hung up, and how to find ways around those stopping points to come up with new ideas."