Are you a creative person? This label seems to come with its own pressures, and really that’s the opposite of what I think its about. Let me explain…

It’s a common concept to think creativity is something you have or don’t have. Follow the stereotypes attached to creative pursuits and professions, and the word creative may conjure up well worn cliches. Mental images of an artist in a paint-smeared smock, carefully considering the next stroke on their masterpiece. A potter hoping and praying that their clay creation makes it out the other side of the kiln in one piece. You may think of a tortured writer agonising over their search for the perfect wording. A chef tentatively tasting their dish to bring out the flavours. I wouldn’t argue, I have the same pictures too – yet I have been taught to think more creatively.

Would you say you are creative?

If you’re not a chef, writer, painter, potter – you may come to the conclusion that you’re not a creative person. Whilst you admire all that goes into an artist’s work, you’re unable to fathom their process. How do they know what is right or wrong, when is just a little enough, how do they know what will work? The answer is, often they don’t. They can make measured guesses, based on prior experimentation. If it’s wrong or doesn’t work out, they can try the whole thing over again to see if the second time around works a bit better, perhaps with a little tweak. That doubt is part of the creative process – to make errors but not be afraid of that happening. Things will and do go wrong. Each step is helping shape what will be the final masterpiece, a creation to be in awe of. It takes time, and we business owners haven’t got enough of that as it is.

Creativity is a skill, so in my opinion it can be taught but its also something we already know something about. We all have that skill, it’s just that some people choose to work that muscle in their careers. The more we practice, the more skilled we become. Creative thinking is problem solving by questioning – how can I challenge or change something, why does that look or feel wrong to me and what would make it better? Often in creative vocations, it’s the boundaries or restraints that spur on the creative thinking process. In business – where we have plenty of those restraints – creativity would be a damn useful tool. 

Creativity – a business skill

Applying creativity to your business means you are working to solve problems with ideas. When you can flex your creativity, you’re looking at trying new things. You’re less afraid of making mistakes, freeing yourself from judgment. Creativity is making a Plan B, as an escape plan or as an experiment. Perhaps in that way, it’s the opposite to perfectionism – but that isn’t to say what is made isn’t perfect. Adding more learned and practiced skills into that creative mix may mean that the outcome is absolutely genius! 

One important factor to creativity – it thrives in company. Being surrounded with influences that nurture alternative thinking bolsters confidence in trying new ideas, regardless of its outcome. Brainstorming is a great example of collaborating to find innovative answers. But it also likes alone time, when you’re living in the moment. Creativity loves those stiller times, quiet moments and pauses in the day. It’s why great ideas pop up when you’re in the shower, or washing the dishes, or doing something which allows a little cognitive breathing space. Or doing nothing at all – staring into space and daydreaming.  Learning to enjoy this as part of the creative process sounds like mindfulness, doesn’t it? Something the press says that we’re all in dire need of more of. Why not reap the benefits of this ‘down time’ too?

Creativity solves problems

So, creative skills are beneficial to problem solving, experimenting, development of ideas, and creating masterpieces. These creations may take shape as marketing strategies and advertising campaigns, product innovation, development and production, or processes in the way we work.   But how do you be more creative? Well, firstly stop looking at it as a binary concept. It’s not something you have or don’t – you really think that you have never ever solved a problem? Practice thinking in a more creative way by asking questions, even the seemingly daft ones. Analysing the situation leads to safely experimenting with solutions. 

Next, you do nothing. No, really – switch off from distractions, find the silence. Another thing creativity loves is space. Be in the moment, without thinking too much of where it will end up. Resist the urge to keep ‘doing’ all of the time, and fight the pressure to be 100% productive. If you struggle to think creatively, maybe you’re not giving your head a rest. Take your time, your creativity might take a while to thaw if it’s been put on ice for a while. But ideas will grow in the space you carve out. Boredom is your friend, but harder to find with all of today’s technology distractions and fast paced world. If there is a problem that needs some creativity to solve, let your mind wander – your brilliant brain will do the rest. Take a walk, change your scenery, and spend time away from your problem. Watched pot never boils and all that.

This week, schedule some time for this –  to do nothing. That space is helping you to develop a very much sought after entrepreneurial skill, one that could result in innovative ideas to transform your business. You have permission!