The Creator Mindset

“Creativity is not a talent. It is a way of operating.” – Nir Bashan

1. Creativity Saves Businesses from Obsolescence

Creativity isn't optional—it's a lifeline. Businesses stagnate when they rely solely on number-crunching and avoid innovative thinking. This limited approach risks their growth and long-term survival. Creativity offers a flexible alternative, allowing companies to adapt to a consumer-driven and rapidly evolving market.

Steve Jobs’s return to Apple is a prime example. The company was teetering on the brink of bankruptcy due to a lack of innovation. By creatively partnering with Microsoft, he transformed Apple’s fortunes. Instead of adhering to conventional business rivalries, Jobs redefined success by focusing on saving his company with an unconventional solution.

Businesses thrive on innovations that appeal emotionally to customers, not on lifeless spreadsheets. Apple became a global leader not by cost-cutting alone but by delivering iconic, inspiring products like the iPhone. Creativity gave them their unique edge, proving that without it, businesses only use half of their potential.

Examples

• Apple's partnership with Microsoft under Jobs revitalized the company.
• Netflix transitioned creatively from DVD rentals to streaming.
• LEGO embraced creativity to expand beyond toys into entertainment media.

2. Everyone Has Creative Potential

Many people believe they lack creativity, particularly in traditional careers like management. But creativity isn’t restricted to the arts; it’s part of everyday problem-solving. Streamlining a process or designing a new customer incentive are perfect examples of workplace creativity.

While society often rewards logical thinking, it’s vital to balance it with the imaginative. Children, for example, see ordinary objects like pillows as adventures waiting to happen, but adults are less likely to think this way. Over time, adults lose touch with their creative instincts, which hinders original thinking in careers or businesses.

Breaking goals into smaller, tentative steps can help rekindle creativity. Ray Kroc’s journey shows this principle in action. He switched from selling milkshake mixers to creating McDonald's after spotting an opportunity. A broad vision combined with adaptability opens surprising new doors.

Examples

• Employees improving workflows show creative problem-solving.
• Children’s playful thinking reflects innate creativity.
• Ray Kroc pivoted to McDonald’s when he saw potential in better burgers.

3. Mistakes Are Catalysts for Creativity

Fear of failure stifles creativity more than a lack of imagination. Adults often shy away from creative endeavors due to fear of mistakes. Conversely, children dive headfirst into projects with exuberance, failing and retrying without worry. This mindset lets creativity flourish.

Mistakes often lead to groundbreaking success. The Post-It note is a famous example; it emerged from a failed attempt to create super-strong glue. Instead of discarding the result, 3M embraced it, transforming the error into a billion-dollar industry.

Overcoming fear starts by confronting doubts directly. Techniques like brainstorming on Post-it notes can break negative thought cycles. Once those blocks are removed, creativity flows freely, turning imagined limitations into surprising opportunities.

Examples

• 3M created Post-It notes from an adhesive “failure.”
• Edison’s invention of the lightbulb followed thousands of failed attempts.
• Brainstorming sessions like the shotgun method unlock ideas by pushing past fears.

4. Leadership Requires Humor, Empathy, and Courage

Effective leaders don’t just manage people—they inspire them. Employees are a company’s most valuable resource, yet many workplaces suppress their creativity by silencing unconventional ideas or punishing errors. Great leaders foster curiosity and connection.

A leader with humor sets the tone for a relaxed, mistake-friendly environment. Mistakes become learning opportunities, and team members feel safe taking risks. Empathy, or active listening, unlocks fresh ideas from every level of the company. Courage, meanwhile, pushes leaders to champion inventive solutions—even risky ones.

Companies with inclusive, open-minded leadership are more likely to generate and embrace extraordinary ideas. Teams feel empowered to innovate when their leaders model these traits, leading to heightened creativity and growth.

Examples

• Pixar’s Ed Catmull builds creativity with openness and humor.
• Empathetic listening at IDEO increased teamwork-based innovation.
• Amazon leverages leadership courage in bold experiments like Prime.

5. A Structured Framework for Creativity Helps Businesses

Breaking creativity into digestible components simplifies its application. The “trinity of creativity” framework helps assess a business’s concept (mission), idea (operational goals), and execution (products or services). By analyzing each layer separately, businesses unlock overlooked opportunities.

For example, a restaurant might define its mission (“nourishment”), focus its idea (“serve great food”), and consider execution (“offer dishes with local ingredients”). Working backward through this structure can spark changes, like introducing vegan menu items or refining kitchen processes.

Changing just one level has ripple effects. A pizzeria could evolve from serving pizzas to providing dining experiences if the concept changes to “entertainment.” Creative approaches through the trinity model lead to innovation at every level.

Examples

• Domino’s Pizza redefined its concept to focus on delivery speed.
• Starbucks shifts its “execution” with seasonal menu offerings.
• Concept-driven changes helped LEGO expand into branded theme parks.

6. Complacency Kills Progress

Success can breed complacency, and complacent leaders resist change. Kodak’s failure to embrace the digital camera is a tragic yet enlightening case in point. Though Kodak dominated analog photography, leadership dismissed innovations that could have future-proofed its business. That unwillingness led to irrelevance.

In today’s fast-paced environment, relying exclusively on what worked in the past is dangerous. Public tastes evolve, and operational models must adapt. Creative thinking, combined with a willingness to explore new ideas, is non-negotiable to staying competitive.

Resisting complacency means continuous learning, reinvestment in new talent or technologies, and staying receptive to emerging trends. Businesses that anticipate change navigate it far more effectively than those clinging to old methods.

Examples

• Kodak ignored its own employee’s invention of the digital camera.
• Blockbuster dismissed streaming innovation, leading to its demise.
• A focus on change helped Tesla disrupt the auto industry.

7. Crisis Spurs Creative Action

When disaster strikes, businesses face two choices: panic or innovate. Creativity can turn emergencies into opportunities. Johnson & Johnson’s handling of the 1982 Tylenol tampering crisis exemplifies how innovation can rebuild public trust and refine a product.

Rather than hiding or deflecting, Johnson & Johnson recalled $100 million in products and unveiled tamper-proof bottles—an industry-changing safety measure. Public transparency and swift action rebuilt trust, and Tylenol reclaimed its market leader position in just two months.

Crisis reveals the true strength of leadership and creativity. The ability to respond decisively, transparently, and with innovation will always distinguish resilient businesses from those that falter.

Examples

• Johnson & Johnson earned trust during the Tylenol crisis.
• Airbnb revamped itself during COVID by supporting longer-term stays.
• Toyota’s recall crisis inspired quality control innovations.

8. Emotional Connection Fuels Brand Success

Quantitative strategies don’t inspire customers—the emotional experience does. Whether it’s a product like Apple’s iPhone or Tylenol’s trustworthy reputation, emotional appeal fosters loyalty. Creativity often bridges logic with emotion by rewriting traditional narratives.

Marketing campaigns, for example, succeed when they connect on personal levels. Instead of pushing products solely on features, creative advertising focuses on how the product fits into the customer’s life. This human element builds enduring relationships and differentiates brands.

Embracing empathetic, emotional creativity transforms businesses into more than providers—they become parts of their customers’ identities. When customers feel valued, a company’s market presence strengthens effortlessly.

Examples

• Apple's “Think Different” campaign resonated emotionally.
• Nike’s ads emphasize human empowerment over just shoes.
• Coca-Cola’s global campaigns tap nostalgia and shared experiences.

9. Creativity Is Business’s Evolutionary DNA

Long-term growth depends on integrating adaptation into every corner of a business. Companies like Apple embrace creativity continuously, ensuring that innovation is not a one-time phenomenon. Without this mindset, businesses stagnate in outdated practices.

Recognizing and fostering creativity means making room for bold ideas, active experiments, and iterative learning. Companies must invest in R&D and encourage open brainstorming while implementing emerging trends. Creative evolution ensures relevance and resonance in changing landscapes.

As economies accelerate and technology advances, businesses’ willingness to reinvent themselves will become their most reliable defense against becoming outdated.

Examples

• Tesla evolves by investing heavily in software innovation.
• Spotify constantly refines algorithms for user satisfaction.
• LEGO revitalized its brand by diversifying into video games.

Takeaways

1. Encourage ideation sessions at work by framing topics creatively, such as using themes from the “trinity of creativity.”
2. Embrace mistakes as learning opportunities by creating an open and supportive workplace culture.
3. Stay vigilant for shifts in market trends or new ideas, and adopt a flexible approach to incorporate them early.