Culturally, we are obsessed with the idea of creativity. We applaud creativity as exciting, boisterous and pioneering – and  it’s becoming expected that everyone should be able to be creative in some way.

So, let’s pause for a moment. What actually is creativity? What does it look like? And – given that it’s becoming essential for all of us to access our inner artist at the drop of a hat – how do we know when, why and how we are being creative?

It’s important for a brand to associate themselves with an idea that resonates with their audience, rather than directly associating themselves with a product

But trying to assign a concrete process to something as intangible as creativity is, ultimately, reductive. It can’t be easily pinned down, or packaged up neatly to access whenever we want.

However, while we can’t always control creativity, we can control the way we approach challenges. This can help to spark inspiration and support us in our quest to become creative on cue.

creative thinking

So, next time you need inspiration to strike, below is a quick-fire list of tactics to try:

  1. You’re only as original as your source

Everything is influenced by something and, while we cannot create something brand-spanking new, we can change where we find our inspiration. It’s easy to live in the bubble and feel knowledgeable, simply because you’re admiring work from within your industry.

Instead, we need to break out of our comfort zone and find inspiration from elsewhere. Watch how different people do different things in different places, and let the experience refresh your thinking.

  1. It’s not always about selling

We can get caught up in trying to think of creative ways to sell products. The problem is, the desire to sell often stops us from being creative altogether. Instead, it’s important for a brand to associate themselves with an idea that resonates with their audience, rather than directly associating themselves with a product. If an idea is interesting, a brand is interesting – regardless of whether it is selling anything to us.


Check out this article on how to nail your agency creative brief.

  1. Ditch your routine

As humans, we are creatures of habit. The same office, the same seats, the same hot drinks. Routine can be a comfort, but it’s damaging when you’re trying to create. Instead, look for ways to change your routine.

Listen to different music. Digest different reference sources choose a different route to work, or a different lunch choice. Kick your brain out of autopilot and stimulate new thought.

These are just a few of the ways we let our creativity loose – so join us. Follow our three top tips and get ready to release your inner creative – it’s sure to benefit your business.