Deconstructing Creativity in Business

Along my quest to cultivate more creativity in business, I’ve found a growing need to deconstruct it. You know creativity when you see it, but what are its essential elements? What ignites the tiny spark that leads to creative expression, ideation and execution in traditionally non-creative businesses?  And how do you make sure you’re supporting a culture of creativity, rather than insisting on repeatable processes that could inadvertently stamp it out?

My creative roots started in the performing arts.  I’ve long appreciated the free expression that comes with a creative mindset – weaving together fresh ideas, experimenting, connecting disparate concepts in search of something new and value-rich. Creativity in business is no different – new visions and solutions emerge when we play with different ways of addressing a challenging issue.

Creativity feels uniquely human, too. The stories we carry through our imaginations, combined with experience, breathe life into business. They’re how we connect with our colleagues and customers. The kernel of potential for a new narrative is what gets us up in the morning, ready to face new challenges with curiosity and resilience. It’s tough to be both creative and in a negative headspace. Creativity requires the belief that something better is possible.

I’ve boiled the ocean of creativity in business into five calls to action:

1.     Foster a growth mindset culture. Carol Dweck’s research bubbles to the surface within creative environments: our abilities are not fixed, but instead can be developed. A leader secure enough to share real-time stories of failure sends a powerful signal to the rest of the team. This stumble happened. I am human. This is what I learned from the experience. Here’s how I’m committed to doing things differently. When people at the top exhibit a growth mindset, it sets the stage for experimentation and continuous learning across teams.

2.     Bring a beginner’s mind. Your expertise is a precious asset, but so is your ability to engage a team. Creativity dies when people are confused or can’t follow along. In the words of Steve Jobs, “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple.” The next time you catch yourself using industry jargon or complex theories, break things down into simple concepts that a third-grader would understand. Pretend you’re approaching things not as an expert, but as someone new to the field. Be the beginner.

3.     Seek out diversity. Diversity, equity, inclusion and belonging are keys to corporate culture that unlock business value. They enable creativity to flourish.  When different perspectives, belief systems, backgrounds and experiences are sought, respected and valued, the opportunity for connection increases. Think about who was invited to your last meeting and the roles they played. Now think about your next one. Can you invite someone outside “the usual suspects” to join you? Demographic diversity is just the start. Who might offer a different perspective or play “devil’s advocate” if only they were asked? A General Counsel friend of mine used to go out of his way to call on the junior legal interns during leadership meetings and ask, “What do you think about this idea?” It’s not enough to simply include. We must seek out different voices. 

4.     Be disciplined, but don’t over-engineer. Conscious creativity requires forethought. It seems counterintuitive, but fostering creativity requires discipline – the discipline of setting aside constructive time to dream and build a vision for what could be. What suffocates creativity is rigid processes that leave no room for experimentation or improvement. Busy-ness has the same negative effect. Too busy, and there’s no time for the insights that emerge in the white space. Connection points get lost. Discipline, on the other hand, facilitates the methodical and persistent exploration of new ideas.

5.     Encourage laughter. This sounds so simple, doesn’t it? Who doesn’t want to have a good laugh during the workday? Respectful workplaces don’t have to be humorless. Laughter, fun, play, and the ability to laugh at oneself counter the paralyzing fear of judgment or rejection and set the tone for people to offer new ideas. When we laugh with our colleagues, we bond in a shared experience of joy.

Creative cultures enjoy a constellation of these components. They build chemistry among team members and spur new ideas. Constructing an environment that fosters creativity is energizing, and it may just be the recipe to achieving your business growth goals in the 2020s.