News & Blogs

There are some projects in this world that will never be creative. These are the projects that are necessary, but not exciting, and they tend not to be creative because they lack the essential ingredient for brilliance — energy!

When it comes to performing dull but essential activities, the key is to know when simple delivery is enough and when real creativity is needed. To be creative in everything we do would be chaotic and exhausting.

So only get creative about things you really care about and feel that surge of energy. This is the key not only to keeping up the momentum and making the ideas happen, but also to getting your brain firing well.

The best ideas come when the topic wins a disproportionate amount of brain time.The most interesting thinkers I know are curious and fascinated by this world. Whatever they work on, they can find a way to create that energy. They look at it from different angles until they find one that resonates.

Only work on things that will make a real difference, and creativity will get so 
much easier.

Chris Baréz-Brown is Global Head of Innovation Capability at ?What If! The Innovation Company

blog comments powered by Disqus