Unlock your inner creative.
Creativity is at the core of any good business. Organisations are born and sustained through the creation of new, innovative and disruptive ideas. The most iconic companies, from Apple to Disney to Google are founded on the principles of creativity and innovation – and their global success comes from their ability to effectively monetise these principles with their audience in mind.
It should come as no surprise then that in a climate of constant and continuous change and uncertainty, businesses that can successfully innovate, iterate and ideate will be better equipped to stay on top. In fact, creativity can be so well embedded in a brand’s DNA that it’s very existence can spark an infectious creativity in others. A study by Duke University found that simply looking at the Apple logo increased creativity in research participants.
So, while staring at the back of our iphone’s may provide us with a momentary boost of inspiration - are there perhaps more sustainable ways that we can unlock and develop greater creativity within our organisations?
Creativity is everybody’s business
At We Are Unity, we’re firm believers that great ideas are not just the domain of capital-c Creatives. Everyone has the potential for creativity. From seeking out ideas and inspiration to approaching problems from a fresh angle and exploring new ways of thinking, we are all being creative everyday. Taking the best ideas and developing them further through a diverse collaboration of minds and creative styles will make them even better. So how do we unleash that potential?
Elevate the moment
Going through the motions of your daily routine won’t always allow for creative opportunities to arise. Stress is one of the most well-known creativity killers, after all.
Take a moment to adjust your space and mindset, putting some distance between you and your usual routine. Think about how a yoga studio, from the soft lighting to the soothing sounds and smells, is meticulously designed to instill calm and relaxation. Similarly, establishing your creative space is about designing the right environment to inspire your creativity. What this looks like will differ from person to person, but there are a few basic principles we recommend following:
Dedicate your time - Set aside some time in your diary and make sure it will be free of distractions and interruptions.
Give yourself room to breathe – Setting time aside is great, but creativity is hard to simply ‘switch on’. Put some space between your creative time and business as usual and use it to centre yourself. A quick bit of physical activity in a natural, outdoor setting will do you wonders.
Inspire yourself - Design your space around things that inspire you. If you love a good view, sit by a window. If you need the hum of people, go to a cafe.
Practice true collaboration
Collaboration is a core tenet of the creative process. But real, honest, effective collaboration requires careful facilitation and a lot of self awareness. To truly uncover the benefits of collaborating with your peers, you first need to strip away our ego and your organisational hierarchy - two concepts that can drastically impact our creative output.
When working creatively with others, it’s crucial that all involved understand that the idea is king - not the person or people who came up with it. Once an idea has left someone's mouth, it belongs to everyone. By allowing others to take ownership of the idea, building on it and shaping it as they see fit, you can ensure all of your different perspectives come to light, while reinforcing the value of your collaborators who may not see themselves as traditionally creative.
To get people comfortable with this concept we suggest some regression. Shoot from the hip and don’t be afraid to say the ‘wrong thing’. If the most senior person in the room says an idea that seems stupid at first, it clears the way for everyone to speak their mind. Some of the greatest ideas begin as jokes or throwaway comments. But with the right lens and some careful, collaborative building and shaping, they can evolve into something truly inspired.
Immerse yourself in culture
Creativity doesn’t start in response to a problem or creative brief - it starts with your lived experiences. They form the basis of your perspective, your inspiration and ultimately, your creative ammunition. The more diverse your perspective, the greater the potential for thoughtful, creative and innovative ideas.
A fantastic way to broaden your perspective is to travel - Immersing yourself in another culture is a proven method of building creativity. But perspective can be found anywhere beyond the margins of what you’re comfortable with. Turning on your curious and observant mind is the key to picking up new perspectives and information.
Think of yourself as a ‘culture detective’. By operating outside your comfort zone, you’ll better understand the different rituals and idiosyncrasies that exist beyond your own cultural bubble. Take a different route to work and observe the world around you as you go. Explore genres and mediums and channels you traditionally wouldn’t, considering the context and the motivations of their authors and creators. When it comes time to be creative, you’ll have a greater range of perspectives and personas that you can tap into for inspiration.
Walk like a creative
Like most things in life, the best tool to build creativity in your people is practice. Don’t wait for problems to come around and force you to be creative. Throw quick, impromptu brainstorms into your daily all hands meetings. Apply an uncommon creative lens to a simple, straightforward task. And bring your finance director into your next creative session.
‘Unlocking your creative side’ is just one module in our bespoke developmental toolbox – The We Are Unity Leadership Curriculum. If you’d like to talk more about unleashing your team’s creative potential, get in touch with us at jp@weareunity.com
