National Creativity Day 2023

Creativity runs through us.  All our teams are expert at what they do, whether in our audio, AV, video production or animation services.

The best things happen when we work in the zone where the unconscious mind takes over and directs us in ways we can’t consciously access.  That’s where the magic happens.  Then we deliver superlative content that really does connect with our clients’ audience, and that’s what we’re all about.

I love playing jazz guitar.  In the never-ending quest to master improvisation I’ve noticed how dangerous it can be to let the conscious mind in.  If I play a good phrase and think “that was nice” things fall apart!  Jazz guitar grandmaster Joe Pass expressed it perfectly – “learn everything, then forget it.”  The goal is to be perfectly in the moment without interference from conscious thought, relying instead on unconscious knowledge and awareness to deliver true creativity.

Some of my best times are when I get to reflect quietly, let my conscious mind disappear and…innovate.  Come up with something new, even in small ways.

I wondered how we can foster a spirit of creativity that brings our unconscious minds to the fore.

Here are some thoughts:

• Encourage playfulness and experimentation. We all have this as children, but it’s easy to lose!  Remove the fear of failure and encourage risk taking and experimentation.  This is a challenge for us as we juggle client demands and the realities of running a business, but it’s one of the things I most want to develop
• Don’t be scared to embrace the unknown. Uncharted territory is good and can result in new perspectives and ideas.  Encourage your teams to experiment and challenge the normal.
• Put curiosity at the heart of your business – curiosity drives creativity! Let your teams learn and ask questions without fear to discover new approaches and ways of thinking
• Let your conscious mind take a break through reflection and mindfulness to allow your unconscious mind to run free! I find instrumental jazz and classical music (it’s easier to be engaged consciously by vocals) perfect for letting my mind wander
• Be diverse and inclusive. This is something every business should be as standard; the bonus is that new perspectives fuel innovation and steer us away from groupthink

Remember creativity takes time.  And it’s not a straight line but rather a winding and unpredictable path.  Trust the process to deliver, and help it along by encouraging personal growth in all your teams, allowing them to fail, learn and then succeed.

Have a strong and creative day!

Written by Ross Penney, CEO at AVC Immedia