Creative Isn’t a Department. It’s a Culture.
In many businesses, creativity is often confined to specific roles or departments — typically design, marketing, or innovation teams. But in a world that demands constant adaptation, creativity needs to be seen as a company-wide capability. It’s a mindset that should flow through every part of an organisation, from HR to finance, operations to leadership.
Creativity beyond the creatives
True creativity is about more than colours and campaigns. It’s about solving problems in new ways, thinking laterally, and responding with agility. A finance team that finds a new way to model sustainable budgets, or a customer service team that reimagines the user experience, are just as creative as a copywriter developing a new brand voice.
Building a culture where ideas thrive
Companies that want more creativity need to start by creating psychological safety. Employees must feel free to experiment, fail, and try again. This means encouraging open dialogue, welcoming diverse perspectives, and rewarding questions just as much as answers.
Creativity is a by-product of purpose
When people understand the 'why' behind what they do, they’re more likely to think innovatively about the 'how'. A clear and authentic purpose fuels creative energy and helps teams push boundaries in meaningful ways.
Leadership as creative catalyst
Creativity trickles down from the top. Leaders who embrace ambiguity, model curiosity, and show vulnerability create space for others to do the same. When leadership prioritises creativity, it becomes embedded in the everyday.
Five practical ways to embed creativity across your business:
Run cross-departmental brainstorms and idea exchanges.
Incorporate reflection time into workflows.
Celebrate small-scale experiments, even those that fail.
Use inclusive hiring practices to bring in diverse thinking.
Prioritise learning and development focused on creative skills.
Creativity doesn’t belong to a job title. It belongs to everyone. And when businesses recognise that, they unlock the kind of thinking that drives genuine innovation and long-term growth.