What Does It Mean to Be Creative?
Being creative is not just about painting or writing poetry – it’s the ability to think in new ways, find unexpected solutions to problems, and dare to challenge the status quo. Creativity is, at its core, a cognitive ability – connecting information in new ways – and it plays a crucial role in many areas of working life.
When Is Creativity Important at Work?
Creativity is especially valuable in roles where innovation, problem-solving, or forward-thinking are central. Examples include:
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Marketing & Communication: To find new ways to reach people or stand out in a crowded space.
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Product Development & Design: To create solutions that are both useful and original.
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Strategy & Leadership: To re-evaluate established methods, identify opportunities in change, and make decisions beyond the obvious.
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IT & Technical Development: To solve complex problems with original, customized solutions.
In these roles, high creativity can be directly linked to business value, innovation speed, and competitive edge.
When Is Creativity Less Crucial?
In tasks that demand precision, routine, and predictability – such as accounting, administration, security, or some areas of production – creativity may be less central, or even disruptive if it compromises structure and standards.
That doesn’t mean creative individuals can’t succeed in these areas – but it’s important to balance creativity with compliance and systematic thinking.
Can You Train Your Creativity?
Yes! Creativity isn’t just an innate trait – it can be developed. One proven exercise is:
“Reverse Brainstorming”
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Start with a problem (e.g., “How do we get more customers?”)
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Flip it: “How do we lose customers?”
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List as many answers as possible (e.g., “Make the website confusing,” “Ignore leads”)
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Use those ideas to spark improvements (e.g., “Make the website clear,” “Follow up with leads quickly”)
This technique helps the brain break out of habitual thinking patterns and discover new approaches.
What Does the Research Say?
A well-known study by Teresa Amabile at Harvard University shows that creativity thrives under conditions of autonomy and intrinsic motivation. When people have the freedom to think for themselves and are driven by interest rather than external rewards, their creativity increases significantly (Amabile, 1996).
Other studies also show that short breaks, rest, and physical activity can boost creative problem-solving – especially when you’re stuck on a task (Zabelina & Robinson, 2010).
How Can You Tell if a Candidate Is Creative?
Tools like JobMatch Talent measure work-related creativity as part of a person’s profile. The test reveals how inclined someone is to think innovatively, question structures, and contribute with new solutions – a valuable asset in many recruitment processes.