Crises make you creative - column by Tijen Onaran

Creativity can mean disorder, uncertainty, unpredictability, contradiction, and even failure. To a certain extent, creativity is therefore always somewhat crisis-prone. I am firmly convinced that this is why most companies shy away from creativity—because they are actually afraid of unpredictability and uncertainty. When people talk about creativity in the fields of marketing and communication, it’s questionable, on the one hand, what exactly is meant by it. On the other hand, it must always be clear that genuine creativity must also be genuinely desired.

Creativity needs space

First, the bad news: Creativity cannot be mandated. It is just as impossible to respond appropriately to the prompt «Be spontaneous!» as it is to the command «Be creative!» The good news, however, is that we can create the conditions conducive to creativity. First and foremost, this includes diverse teams. Diversity creates contrast and disorder. When people with vastly different experiences—whether due to their background, upbringing, or gender—come together, they bring very different perspectives to the table. That’s why diversity fosters a more in-depth exploration of topics and, in turn, promotes creativity and innovation. In addition to diversity, it’s important to avoid hierarchies within the team. After all, these too can be a hindrance when it comes to open and honest exchange among equals. Last but not least, creativity on an individual level is also a matter of attitude. For me, creativity always means freeing myself from my own vanity, since I have to engage with things outside my comfort zone without knowing from the start what the end result will be.

Mistakes Are Welcome

For all these reasons, it’s important for leaders to give their teams the freedom and time to be creative. Especially when, for example, new slogans or ideas for marketing campaigns need to be developed, it must be possible to try them out without fear. That’s why, for me, creativity also requires a healthy culture of acceptance of mistakes. After all, it must be possible to fail while experimenting without negative consequences for the individual.

Crises Spark Creativity

Against this backdrop, it was all the more interesting to observe how the pandemic unleashed creativity. Whether it was the way people worked, new event formats that were conceived and tested, or new business models that complemented existing ones to help navigate the crisis successfully. Numerous retailers have discovered Instagram and used it to host small fashion shows. In addition, there have been—and continue to be—many «Save Your Local X» platforms through which entire regions have come together. All these examples prove that crises foster creativity. And they prove that while creativity cannot be planned, there are conditions that require the courage to allow creativity—with all its uncertainties and unpredictability—to flourish.

Tijen Onaran writes columns for m&k. She is the CEO of Global Digital Women, author of the *Spiegel* bestseller *«Only those who are visible are taken seriously» and was named one of the ten most influential people on LinkedIn in 2020. Her focus areas: diversity and inclusion.