Channel your inner toddler
As adults, we become so focused on being good at everything we do and having all the answers that we cut ourselves off from something that’s key to creativity. The ability to play.
As Tony’s Chocolonely’s Creative Director, Arjen Klinkenberg, explains, not having all the answers can be a secret superpower.
“I'm pretty confident that not having had a clue when I made the first [Tony’s Chocolonely] wrapper is what makes it so distinct. Not weighed down by knowledge and experience, allowing me to work free – like how children draw (but without chewing the crayons). Keep doing stuff you don't know how to – and come up with your own, unique ways of doing them.”
Challenge yourself to start asking more questions: why? How? Be curious. Try things out. And drop the fear of not being any good or saying something silly. Instead, approach new experiences with the wide-eyed wonder of a child that wants to understand everything there is to know about the world. After all, that’s exactly how we got a bright pink life-sized chicken on the beach to warn people about the dangers of undercooked chicken.
Stay out of your lane
I’m a copywriter, so it feels natural to look to the written word for inspiration. But the most valuable creative exploration comes from getting out of your lane and trying something new. Julia Cameron, author of The Artist’s Way, advocates for booking a regular ‘artist date’ with yourself to do just that.
“An artist date is a block of time, perhaps two hours weekly, especially set aside and committed to nurturing your creative consciousness, your inner artist. In its most primary form, the artist date is an excursion, a play date that you preplan and defend against interlopers. You do not take anyone on this artist date but you and your inner artist, a.k.a. your creative child.”
Two hours a week might be too tall an ask, but why not commit to a monthly evening of creativity? I personally love a solo cinema trip, but an artist date could be as simple (and cheap!) as going for a walk without headphones and taking the time to notice what’s around you. Anything that’s outside of your usual routine will give your brain new experiences to draw from next time you’re putting your creativity to the test.
Get out of your head (and into nature)
If you’re trying to come up with ideas for a project or you’ve got a big deadline looming, it’s tempting to sit at a desk until you’ve cracked it. But if you’ve ever had a brilliant idea in the shower, you’ll know that we’re at our most creative when our brains switch off. In fact, after days of creative brainstorming, the name for Pension Mirror, our award-winning tool for Scottish Widows, popped into my head just as I was about to fall asleep: thanks, hypnagogia!
So next time you’re stuck or starting a project from scratch, do something else and let your brain mull over your problem in the background. Have an office dance party, chat to a colleague about their weekend or, better yet, get out into nature. Walking in a city park or any green space for as little as 25 minutes is enough to give your brain a rest and boost cognitive functioning, in order to kickstart creative thinking.
Notice what sparks your interest
Novelty and nature are great influences to draw from but having something on hand that helps light up your creative side is invaluable. That’s why Russell Davies, author of Do Interesting, encourages people to simply notice what you’re interested in, and find a way to document it.
Write things down, take photos and screenshots. There’s no need to look back at it, but the act of recording them gives those influences the opportunity to seep into your work. To help you notice more of what lights you up. And, ultimately, the chance to make your ideas more interesting.
Remember: you are not a machine
One of my favourite quotes is the last line from a Mary Oliver poem called Don’t Hesitate, which reads Joy is not made to be a crumb. Whether your day job taxes your creative skills or not, we can all benefit from nurturing our creative sides. And giving in to a little more joy in our lives.
