There’s a myth that creativity belongs solely to designers, artists, authors, musicians and advertising teams. Everyone needs at least a sprinkle of creativity in their everyday lives, and it has become essential for every company, regardless of sector. Whether you run a plumbing firm, an accountancy practice, or a manufacturing business, bringing fresh thinking into your operations isn’t just fun—it’s becoming necessary for survival.
But why does creativity matter if you’re not selling “creative” services? Because at its core, creativity is about solving problems and finding new opportunities. It’s about questioning assumptions and trying different approaches. We’re increasingly learning that in a world where AI is automating routine tasks, your business’s ability to think differently will set you apart.
Breaking down the “I’m not creative” myth
Many business owners dismiss creativity because they misunderstand what it means. They think of creativity as artistic talent, rather than as a mindset that can be applied to any business challenge.
“I’m not a creative person” is something you’ll often hear in the business world, but you can be creative when writing a business plan; you don’t have to be good at drawing or playing an instrument.
Research also consistently shows that creativity is not an inborn trait but a skill that can be developed. Like a muscle, it strengthens with use. The first step to bringing creativity into your business is to stop thinking of creativity as something you either have or don’t have. Instead, see it as a practical approach to problem-solving that anyone can learn.
7 ways to foster creativity in your business
1. Create space for thinking
During a busy workday, we rarely leave time for just thinking. Business owners often work in “auto-pilot” mode, believing the myth that long hours equal productivity. Set aside specific time each week—even just 30 minutes—for unstructured thinking about your business. This isn’t the time for emails or calls, but for asking questions like “How could we do this differently?” or “What if we tried something new?” This could be best done on a walk where you leave your phone in the office.
2. Look outside your industry
Some of the best business innovations come from adapting ideas from completely different sectors. If you run a dental practice, what could you learn from a luxury hotel about customer experience? If you manage a factory, what might restaurants teach you about workflow? Spend time reading about businesses unlike yours. Attend events outside your industry. Getting outside your comfort zone and the cross-pollination of ideas often sparks the most valuable innovations.
3. Implement small experiments
Creativity doesn’t require massive change. Start with small experiments that test new approaches without risking your core business. Set aside time for trying different approaches. You might test a new way of handling customer queries or explore a different pricing model for a small segment of your market. These small tests can reveal opportunities without major disruption. Ask yourself, “What would this look like if it were easy?” and “What would this look like if we made it fun?”
4. Create a “bad ideas” session
Sometimes the most productive creative sessions start with deliberately terrible ideas. Hold a team meeting where everyone contributes the worst possible solutions to a business problem. These often transform into genuinely useful approaches when examined with fresh eyes. This technique works because it removes the pressure of coming up with “good” ideas immediately, allowing people to think more freely.
5. Use tools to prompt different thinking
Simple frameworks can help structure creative thinking, even for those who find open-ended brainstorming difficult:
SCAMPER technique: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse. Apply these verbs to your products, services or processes.
Random word association: Pick a random word and force connections between it and your business challenge.
“What if” questions: Ask questions like “What if we doubled our prices?” or “What if we could only communicate with customers digitally?”
6. Bring in fresh perspectives
If you can’t hire new people, consider creating an informal advisory board of contacts from different backgrounds. Meet quarterly to discuss your business challenges and invite outside perspectives.
7. Make creativity a habit, not an event
Rather than treating creativity as a special occasion, build it into your regular processes:
- Start team meetings with a five-minute creative exercise
- Have a “different approach” item on your monthly review agenda
- Rotate responsibility for bringing new ideas to discussions
Choose a word that you will keep coming back to as your focus for the year. If that word is “creativity,” it becomes an ongoing commitment rather than a one-off exercise.
4 reasons why creativity matters for business
Beyond the abstract benefits, there are concrete reasons why creativity deserves your attention:
1. Problem-solving efficiency
Creative approaches often find simpler, less expensive solutions to business challenges. When you encourage looking at problems from multiple angles, you frequently discover more efficient paths forward.
2. Staff engagement
Burnout is a real risk for business owners and team members. Creative thinking provides intellectual stimulation that can reduce the sense of repetitive drudgery that leads to disengagement.
3. Competitive differentiation
In markets where products or services seem similar, creativity in your approach can be the factor that makes customers choose you. This isn’t about gimmicks, but about finding truly better ways to serve customer needs.
4. Future-proofing
Businesses that cultivate human creativity alongside AI tools are building capabilities that can’t easily be automated.
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- Block out 30 minutes in your calendar this week for unstructured thinking.
- Identify one of your business processes that hasn’t changed in ages and ask, “How could we do this differently?”
- Read about a business in a completely different sector and make a note of one thing you could try.
- Ask a team member, friend or family member: “What’s one thing we do that makes no sense to you?”
Creativity is about giving yourself the time and space to question assumptions and try new approaches. Developing this skill might well become your most valuable asset.
