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On Creativity

By: Dwayne W. Waite Jr.

Much has been said about where to look for and how to foster creativity. In an environment that is constantly on the move, the need for innovative thinking and new concepts becomes direr. With the need comes tips and best practices from the pillars on which our modern world leans on.

It is interesting to read that the practice of fostering creativity has not changed much throughout the decades. From Charles Dickens to Kurt Vonnegut, Steve Jobs to an blogger from SXSW, the same philosophies apply when we are urged to "be creative."

That means that there is hope for us, after all.

Let's first examine the article written by Anne Kreamer on the HBR Blog Network, where she examines the creative philosophies of Dickens and Jobs. Before she dives in, she mentions that in a creative environment, we need to relax, but not totally. Some stress is good. According to several research studies she quotes, those who found an in-between state of happiness and anxiety were the most creative. However, there are exceptions to the rule. Remember the post we wrote about angry creatives? According to the study we found, short bursts of extreme emotion enable unstructured forms of thinking, therefore creative thoughts could form.

Kreamer then used Dickens' habit of getting out of his usual environment. Dickens would go out on nightly walks and observe people. Kreamer noted how this habit was put to a test and researchers showed that exposure to unfamiliar situations could help creativity. Steve Jobs agreed with this logic; in the article he's quoted saying how creativity is about people connecting things from experiences and observations that they saw around them.

Lastly, Kreamer suggests that we should let our minds wander. Daydreaming, regardless of what your boss may say, is better for your creative juices than you think. According to another study, daydreaming helps encourage certain brain functions to work together. This thought brings us to Kurt Vonnegut. In his address to the graduating class of 1970, Vonnegut describes the act of skylarking, which was known to be a minor offense under Naval Regulations. Skylarking means "an intolerable lack of seriousness." He was telling the young, bright-eyed graduates to not take life and the world so seriously. Engage in the arts. Dream. Play. Like daydreaming helps creativity, skylarking helps as well.

But there's more lessons on creativity. On Fast Company, a blogger who attended SXSW lamented about the talks and panels she visited that related to her industry and clients (tell us about it!) and exclaimed over the exciting and energized material she got outside her bubble. She had several tips for us too. First, like Kreamer suggested, get out of the office. Second, don't specialize. This is something that we wholeheartedly agree with. Specialization hinders creative thinking. Why? Like Emily puts it: "...to avoid the pitfalls that come from doing the same thing over and over again." That's why healthcare sites, photography sites, and designer sites all look the same. It's lame. Spread your scope, because doing so will help you apply different ideas to different problems. Third, Emily encourages us to stop reading business books. Though we think she may have more of a gripe with the college system than college books, we agree that the information one gets about business in school does not prepare them for the actual world.

So, how can we build, foster, and sustain creativity?

1. Get away from our office and usual environment
2. Observe others
3. Daydream
4. Broaden our scope
5. Don't rely only on business books

Easy enough, right?

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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