Creativity: It’s not your thing

“I’m not creative.” “I don’t do ideas.” “I’m just not that kind of person.” Sound familiar?

As someone who works in a strategic communications agency – a job that, on paper, is ‘creative’ – I hear this a lot. Usually from people who are, ironically, full of creative ideas. They just don’t see them that way.

We’ve built a mythology around creativity that puts it on a pedestal – something dazzling, rare and probably wearing trainers you’ve never heard of. We imagine the ‘creative’ as someone young, urban, possibly with a tote bag and definitely with a graphic design degree. The implication is: unless you’re a writer, artist or designer, creativity isn’t for you.

But that’s not just wrong – it’s limiting. And it’s costing us good ideas.

Ignore the inner critic.

You know the voice. “You’re not good enough. This is silly. People will laugh.” Think freely anyway. Get it down, then get it better.

If you want to be more creative, play the “what if” game.

Finish these sentences:

“If I had unlimited budget, I would…”, 

“If I was the audience for this, I’d want…” 

“If I could start again, I would…”

Then look back and ask – is there a maybe in there? Something to test, tweak, or share with a colleague?

Reframe the ask.

If “be creative” feels cringey, try: “what’s another way to do this?” or “how could we solve this differently?”

Expose yourself to inspiration.

Read something you wouldn’t normally. Talk to someone outside your bubble. Visit a place you’ve never been – even if it’s just the local hardware shop. You don’t have to be hunting for an idea for one to find you. Newton had gravity, Archimedes had a bath. You might just need a good coffee and a podcast.

Being more creative isn’t about suddenly becoming “an ideas person”. It’s about giving yourself permission to think differently. When you strip it back, what creativity really is, is problem-solving with purpose.