Creativity is now one of the key skills required for business success. Creative roles currently account for 1 in 12 jobs in the UK, but even those individuals who may not have creativity in their job description still require ingenuity, critical thinking and resourcefulness in order to overcome problems and work effectively.
So why do many people find creativity intimidating and are unsure where to start when it comes to unlocking their creative potential?
Now an insightful new book, In Your Creative Element, has identified the 62 elements that affect creativity. It puts them into the practical framework of a unique ‘Periodic Table of Creative Elements’, enabling readers to identify their own personal creativity formula and apply it to any context.
The author, Claire Bridges, believes that everyone can be creative. As the founder of the UK’s creative training consultancy, Now Go Create, she has trained more than 10,000 professionals from clients like Hewlett Packard, Save the Children, Channel 4 and Sky, helping teams and individuals to unlock their creative potential. She is one of only 55 people in the world to achieve an MSc in Creativity, Innovation and Leadership, and has 20 years of front-line experience of managing creative projects for some of the world’s most famous brands.
In Your Creative Element is highly practical and is packed with tips from some of the world’s leading creative experts. It features 25 insightful case studies including Google, Netflix, Pixar, Paddy Power, the NHS, the United Nations and Twitter, and some lesser-known inspiring stories like how “The Joy of Sex” inspired a national campaign for Pret a Manger.
Underpinned by academic research, the book explores the values, attitudes and behaviours associated with creativity to help readers understand how to unleash the creative potential of themselves, their teams and their organisations.
Discussing how to build a creative future, Bridges told MARGINALIA:
“Openness – one of the so-called ‘big 5 personality traits’ is essential for creativity. So if you’re more of an autocratic leader, consider how you can welcome ideas about new products, PR, marketing, and so on, from all parts of your business. An easy thing to do is to share the best ideas happening in the business, weekly or monthly, and ask for new feedback and input.
“Hire from varied backgrounds: some of the most useful creative ideas will likely come from people with completely different viewpoints.
“Fun environments only contribute to about 10 per cent of what happens in creative sessions. So forget the beanbags and pool tables. What is important is to create an environment where teams can interact and share ideas. Try to create spaces to allow for informal collaboration.”