Imagine creativity not as a lightning bolt of genius, but as a gentle, persistent stream—cultivated through small, deliberate creative practice at workplace.
In the engaging discussion on Harvard Business Review Podcast, marketing executives Kathryn Jacob and Sue Unerman challenge the notion that creativity is reserved for a select few, arguing instead that it’s a skill everyone can and should cultivate in the workplace. Their book, “A Year of Creativity,” offers 52 smart ideas to help individuals and teams boost innovation and creative thinking.
In the podcast, they propose several strategies for sparking creativity. One particularly intriguing technique is the “what won’t you do” exercise, where teams explore ideas they’d typically reject. This opens up a new dimension to look at an existing task but through disrupting your own viewpoint.
Unlike traditional approaches that rely on annual away-day brainstorming sessions, Jacob and Unerman advocate for consistent, small-scale creative practice. They compared it to physical exercise – just as you need regular workouts to stay fit, you need regular mental exercise to keep your creative muscles strong.
Some of the other approaches include, viewing problems from different perspectives (like an alien’s or a grandmother’s viewpoint). One might think, this is not relevant to what I am doing but taking this route can spark a chain of creative ideas which can be ground-breaking in accomplishing efficiency.
The authors are particularly critical of organisations overly reliant on logical, data-driven thinking. They argue that truly transformative ideas come from combining data analysis with gut instinct and emotional intelligence.
Crucially, they believe creativity isn’t limited to traditionally “creative” roles. Every employee brings a unique perspective and potential for innovation. They highlight how children are naturally creative but lose this ability as they grow older, with 80% of adults feeling they don’t fulfil their creative potential.
On the other hand, if you come across individuals in your organisations resistant to new ideas, they suggest creating informal “maverick groups” – small teams that meet regularly to discuss innovative concepts, without necessarily seeking explicit management approval.
Their core message is powerful: creativity isn’t about grand, revolutionary moments, but consistent, small-scale exploration. In a world increasingly curated by algorithms and AI, embracing human creativity is more important than ever.
As we move into 2025, Jacob and Unerman challenge business leaders to move beyond purely logical thinking and embrace the messy, emotional, intuitive side of innovation. By doing so, organisations can unlock tremendous potential, keeping teams engaged, motivated, and ahead of the competition.
What are some of the ways you encourage Creativity at your workplace?
To access the full podcast: Boost Your Creativity in Any Job
In the 12 week growth and leadership programme, Help to Grow Management, we insist on fresh perspectives and explore practical frameworks and tools that can be applied in any industry or business. We learn the influential and creative ways to cultivate high-performance work culture in Module 9.
To find out more: Help to Grow: Management Course | Kingston University
