Creativity on Command

Welcome back to Living Creatively, or just welcome if you’ve stopped by for the first time.  In this issue, we’re talking about being creative, on demand.  Not when the muse touches us, not whenever a light bulb happens to go on.  But when we’re hoping to manifest ideas on a timeline.  Or, even more nerve-wracking, when others require it on a deadline.

 Creativity has always been somewhat mercurial.  And we all know that inspiration isn’t something you can schedule–you don’t put “great idea, Tuesday at 10:30 am” on the calendar. Ideas aren’t manufactured or assembled.  They don’t come with a booklet of maddening IKEA-like instructions.  No 800-number to call when you get stuck.

 So, Inc. Magazine looked at what truly innovative companies do to keep creativity flowing. First off, they all understood that creativity is a natural process that can’t be forced.  Instead it needs to be nurtured, harnessed and cultivated.  And that’s an investment. These companies realized that they needed to build a creative environment within their own walls.  Without it, fostering creativity would be extremely difficult and completely unpredictable.

Going with “The Flow”

 Countless studies have shown that creatives enter into a “flow state” of heightened focus and immersion in their particular craft.  Time stands still, concentration is elevated.  In fact, scientists have found that in this state, biological changes actually occur–deepend breathing, slower heart rates, even the involuntary activation of facial muscles that elicit the smile reflex.   

 The problem is that without creating the conditions for creativity, this state of mind seldom emerges.  In fact, in these studies it was found that negative emotions connected to stress or anxiety from working in disfunctional or detrimental environments interfere with the “state of joy” critical to developing creative flow states.  In other words, great ideas that generate innovation and foster business growth come from being part of a planned and positive working culture.  

 So, in order to maximize creativity, we need to foster a creative environment and maintain a positive company culture.  However, we still aren’t able to schedule it into the timeline, yet.

The Internal Creative Engine

 Creativity doesn’t solely rely on external factors.  Research conducted by the American Psychologist Journal found that intrinsic motivation, social development and emotional well-being play roles in developing consistent flow states. When people are proactive and engaged, they are more likely to focus and concentrate, to enjoy what they’re doing and to problem solve.  In this mindset, the creative process flows more smoothly, more often.

 Physical health plays a part as well.  When we’re sleeping enough, when we’re eating right, when we’re exercising and releasing endorphins–we’re fueling the mental capacity to be truly creative.  Cognitive scientists consider the mind and body as one.  As they stated, “our brain has to work in tandem with our body to make us intelligent.” 

 So, to maximize creatively we also need our internal environment to be in good condition, mentally and physically.

No Guarantees, But Higher Probabilities

Over the years, productive creatives have come to rely on a few proven hacks that nudge us closer to that “big idea'.” So, when a deadline looms, you might consider these 5:  

 1) Get your most effective creative environment down pat.  Is it music?  Do you need to have the room darker than most?  A cup of hot tea at your side? A favorite type of pen or particular notebook?  Whatever they are, identify the elements and conditions that engage your flow state, and always recreate them.  Physical environments matter.

 2) Make sure you have the information and background you need.  These are the facts, strategies or visual material that your logical side leans on.  They are the launching point to making the unusual combinations that bring new ideas to life.  In other words, it is difficult to make something amazing out of nothing.

 3) Manage and maximize your time.  Give yourself chunks of it.  The multi-tasking, quick-burst scheduling great for regular work is a deterrent when it comes to creativity.  Once you get into it, try not to interrupt your creative flow.  And remember, time spent thinking is never wasted.  Creative ideas germinate.  One thought will lead to another, then head off in an entirely different and unexpected direction.  But each step brings you closer to the solution.  When it comes to creativity, thinking is doing.

 4) Monitor everything.  While ideating, monitor how you’re feeling, what you might need.  Are you working through lunch and starving?  Hard to focus when thoughts of a Double/Double keep creeping into your mind. Do you have enough information to really push creative limits?  If not, take a break and do a bit more research, or visit the strategist down the hall and see if they have some info that hadn’t been considered.  Most importantly, don’t Black Box your creative process.  Keep people who need to know informed along the way, even if there isn’t all that much to update.  Who knows, their support or quick comment may actually spur something.   

 5) Go easy on yourself.  Creativity is baffling.  No one actually knows how it works. Some days you are brilliant, some days you wonder why you chose this profession.  The best advice:  just keep doing it.  Be smart, stay positive, and persevere.  Do the best with the time you have.  Even the most famous artists have works that never left the inside closet of their studio.

 In the end, there is a way to find balance between the romanticized notion of creativity and the business of big ideas.  It’s all about setting yourself up for success, creating the conditions for the best possible outcome.  It’s the best way to plan out inspiration and put creativity on a timeline.  Then, put your head down (or in the clouds) and see what happens.  And always remember, when it comes to creativity, sometimes the best path between Point A and Point B is a detour through Z. 

 Thanks for stopping by, and feel free to share your thoughts, short-cuts or experiences regarding creativity.  Good conversation can spur great ideas as well.