How to be more creative
And why it matters
What is creativity?
Before I started writing this email, I typed that question into Google. There was an array of slightly different answers!
When I was at school “creativity” was linked to the arts. It meant you had a great imagination, and you could write poetry, or paint, or make music. For that reason, I never thought of myself as creative.
When I started working in comms and marketing, it was always something I felt a bit insecure about. If I wasn’t creative, was I in the wrong job?
My thinking shifted when I came across a famous quote from Steve Jobs: “Creativity is just connecting things.”
Well, OK, I thought, I can’t draw and I can’t sing and I can’t pull stories out of thin air. But I’m ok at connecting things. Maybe that’s enough.
Nowadays “creativity” is recognised to be broader than that, particularly in the context of leadership.
It’s often defined as the ability to come up with new ideas, or to make connections between existing ones. It underpins the ability to solve problems, or to find new ways of doing things. It can help us see different ways to approach things, or to find solutions in unexpected places.
Creativity is a crucial leadership skill to have, particularly in times of uncertainty or when resources are limited.
But there’s a growing pressure around creativity, too. I’ve heard lots of coaching clients tell me they want to be more creative – or that they are not creative enough.
But everyone can be creative. I can’t tell my younger self this, but hopefully I can reassure you. We all have the ability to make connections and look at things differently.
The challenge is in creating the space and opportunity to be creative. Time to think differently feels in ever decreasing supply when we’re dealing with the day-to-day challenges of life and leadership.
So here are suggestions of how to find that space and boost your creativity.
Do new things
If you want to encourage your brain to make connections, you need to have a broad range of things to make connections between.
A really good way to boost your creativity is to expose yourself to a broad variety of stuff.
Read a different type of book, watch different types of films, go to different shows, go to art exhibitions. Visit different places.
Talk to different people about what they do, even (especially) if it has no connection to your work.
Stop focusing
Ever wondered why you have your best ideas in the shower, or while doing a mundane task? Neuroscientists think it’s because your brain is able to work away on a problem on a subconcious level while you’re focused on something else.
A bit like those Magic Eye pictures where you have to pull back and look through it rather than at it (possibly showing my age here with that metaphor).
If you can’t see a way through something, taking a break can help. Have some lunch, do some admin tasks for a bit, hang the washing out. Let your brain slow down.
Get outside
There is a lot of anecdotal evidence about how going for a walk in nature can help us come up with new ideas. We’re not quite sure why, but it is probably linked to that shift of focus mentioned above.
There is also research that shows that being outside relaxes us because it forces us to expand our field of vision. When we are stressed we tend to zoom in - our eyes focus on one thing. Doing the opposite soothes your nervous system, giving a signal that it is time to “rest and digest.” That can put you in a better frame of mind to find solutions.
Use “yes and…”
Not all creativity happens alone. I certainly find it easier to tap into fresh thinking and connections when I’m talking to other people. A great way to do this in a team setting is to use the phrase “yes, and…”
This is the phrase at the heart of improvisation in comedy and theatre settings. It means that you accept the premise that your partner has set and then you build on it.1
It prevents everyone from shutting down ideas, which creates an environment in which people feel able to try things out.
As leaders, giving ourselves permission to step away and think can feel really difficult. I have often felt the pressure of being tied to emails and meetings. But knowing that creating that space can actually help me do my job better makes it easier to give myself permission.
Hopefully it can do the same for you.
Want to join the Leadership Circle?
Last week I hosted the first ever Leadership Circle – a free, monthly group coaching sessions for leaders in the charity sector.
I asked the group what they thought the biggest challenges were for them as leaders going into 2026. Here’s what they said:
Leading through organisational change or uncertainty, and having to be the person that presents that and deals with people’s reactions when it’s tough for you, too.
The balance between all your different roles - a member of the leadership team, a leader of your own team and an individual.
Carving out space to think strategically in the midst of all the “doing”.
We didn’t come up with any solutions to any of these in an hour- but it was good to know that others are dealing with the same things.
If you’d like to join us in a safe, supportive space for an hour a month, let me know and I’ll add you to the mailing list.
The next session is on Wednesday 11 Feb at 2pm.