UBA035 - I'm Not a Creative
But…
In the realm of art, culture and innovation, there's a prevalent notion that creativity is the exclusive domain of a select few, those blessed with a natural gift for imagination and originality. This perspective, however, overlooks the vast landscape of human potential, where creativity is not so much a rare attribute but a universal capability, often untapped and unrecognised in many of us. The phrase "I'm not a creative, but..." is a testament to the self-imposed limitations that prevent many from exploring their latent creative potential.
Creativity Beyond the Arts
The conventional image of a creative person often conjures up the artist, the designer, the musician or the writer. Yet, creativity extends far beyond the arts and media. It's present in the problem-solving skills of an engineer, the strategic thinking of a marketer and the innovative approaches of entrepreneurs. Creativity is the spark that ignites new ideas, solutions and perspectives in any field of work or study.
The Myth of the Creative Genius
Society celebrates the 'lone genius' – individuals who seem to operate on a plane of existence far removed from the rest of us. This myth perpetuates the idea that creativity is an innate talent rather than a skill that can be developed. The truth is, creativity is not the just for a chosen few but a trait that can be nurtured in anyone. It thrives on curiosity, experimentation and the willingness to embrace failure as a stepping stone to discovery.
Creativity as a Collective Endeavour
Creativity often flourishes in collaboration, it's why we started Rosie Lee originally as a collective of misfits or ‘latchkey kids’. When people come together and bring diverse skills, experiences and perspectives to the table, the potential for innovation multiplies. The exchange of ideas, clash of differing viewpoints, and synergy of collective efforts is where creativity finds its most fertile ground. The digital age has further democratised the creative process, enabling anyone with an idea to find an audience, collaborators or both.
During our early work for Nike within Football, we were tasked with collaborating on multiple clubs, athletes and product campaigns. This was at a time when Nike were new to football and could only look to the future and their innovation, instead of leveraging nostalgic aspects of clubs. As part of our creative work, we drew inspiration from key figures like Herbert Chapman and the innovation he brought to Arsenal and the sport as a whole. This inspiration can clearly be seen in our projects ‘Arsenal 1913-2006’ and ‘Football has a new home’. We often focussed on the skills and attributes of players like our first shoot for Rio Ferdinand in our ‘Everywhere at Once’ campaign. When we combined the insights that our ‘football enthusiast’ half of our team with the fresh perspectives of those less interested in football, we were able to produce a well-rounded viewpoint. Even without a keen interest in football, some of our team could bring aspects of creative storytelling to the projects, to ensure the messaging resonated beyond the core clubs' audience - making it accessible, engaging and aspirational for fans of other clubs, sports, fashion and street culture.
Cultivating Creativity
Acknowledging your creative potential begins with challenging the self-limiting belief “I’m not a creative, but...” It requires a shift in perspective - from seeing creativity as a rare gift to recognising it as a universal capacity for innovation, problem-solving and expression. Cultivating creativity involves seeking out new experiences, learning continuously and staying open to the unfamiliar and the unknown.
For those who perceive themselves as 'non-creatives', AI tools emerge as powerful allies or wingmen in the journey of self-discovery and creative expression.
Here’s how these we can unlock the creative potential within everyone:
AI as a Collaborative Partner
AI tools can act as collaborative partners, offering suggestions and generating ideas that can inspire or be the foundation upon which to build. For instance, AI-powered writing assistants can help overcome writer's block by suggesting sentences or themes, allowing individuals to explore storytelling or content creation with a supportive guide by their side.
Demystifying the Creative Process
AI can demystify the creative process by breaking down complex artistic or creative tasks into more manageable components. Tools that generate music, art or digital designs can help ‘non-creatives’ understand underlying structures, making the act of creation more accessible and less daunting.
Extending Creative Capabilities
AI can extend an individual's creative capabilities by performing tasks that require specialised skills or significant time investments. For example, AI can generate complex data visualisations, create realistic 3D models, or simulate the effects of different art styles on a digital canvas. This allows individuals to realise visions that would otherwise be beyond their technical reach.
For those who feel they lack creativity, AI tools can serve as a bridge - translating abstract ideas into tangible outputs. By inputting basic concepts or selecting preferences, individuals can use AI to bounce ideas and create previously unimaginable artworks, write proposals and presentations, or compose music and code, thereby bringing their ideas into reality.
Embracing Neurodiversity as a Creative Strength
Neurodiversity, including conditions like dyslexia, ADHD and autism, can bring unique perspectives and problem-solving skills to a team. In our recent podcast with Nikki Lyle, we discussed recruitment and the advocacy for neurodiversity underscores the value of different ways of thinking and processing information. For Rosie Lee tapping into the ‘unorthodox blend of disciplines and undisciplines’ creates diverse cognitive approaches and can lead to innovative solutions that might not emerge from a more homogenous group of thinkers.
Individuals who don't fit the traditional 'creative' mould often approach problems with fresh eyes. Their solutions can appeal to a broader audience, including both football or sneaker enthusiasts and those less interested in the sport and sneaker trends. By valuing and integrating these diverse perspectives, a campaign can resonate on multiple levels, appealing to a wider range of experiences and interests.
Fostering a Culture of Inclusion and Collaboration
Creating a workspace where neurodiverse individuals feel valued and included can enhance creativity and collaboration. Encouraging team members to share their unique insights and experiences fosters a culture of mutual respect and understanding. This inclusive environment is not only beneficial for employee well-being but drives creative solutions that stand out in the marketplace.
Incorporating neurodiverse strategies involves more than just acknowledging different needs; it's about actively designing processes and workflows that cater to diverse ways of working. This might include visual thinking tools for brainstorming sessions, flexible working arrangements, or using technology that supports various cognitive styles. These strategies can enhance the creative process, making it more accessible and productive for all team members.
Creativity for a Better World
In a world facing unprecedented challenges, from climate change to social inequality, creativity is not a luxury but a necessity. It is the engine of progress, driving humanity towards solutions that are not only effective but equitable and sustainable. Embracing creativity in all its forms, and in every individual, is crucial for addressing the complex issues of our time.
"I'm not a creative, but..." is a statement that sells itself short. It's a barrier to personal growth and to the collective advancement of society. The journey from doubt to discovery begins with a simple but profound change in self-perception. By recognising and nurturing our inherent creativity, we not only enrich our own lives but contribute to a culture of innovation and resilience that benefits all.
Written by Mark
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