Most teams know what needs to change. They've done the research, found the insights, spotted the gaps. But then... nothing really changes. The ideas that emerge are safe. Incremental. More of the same.
The missing ingredient? The space to imagine what could be, not just what currently is. This is the Creative Force - and it's more accessible than you think.
Beyond Sticky Notes
The creative force isn't about covering a wall with sticky notes or writing long lists of ideas. It's about creating genuine space for imagination. Space to think wider. Space to connect dots that normally stay apart. Space to play with the future before we rush back to the safety of the now.
It's easy to rush from insight to action - we've all felt that pressure. Bold ideas get cut down until only the safe, small ones remain. What comes out looks neat and tidy, but it's really just more of the same. Low risk, low stretch, low value.
Stretching possibility is where the magic happens. It's where we dare to imagine what might be, not simply what can be. It's where new paths open up, and new value is brought into view.
We Are All Creative
We often underestimate our own creativity because we confuse it with artistic outputs - painting, music, dance, and so on. Those are the results of creativity, but they're not the same as creativity itself.
Our schools and workplaces haven't helped. Creativity has been boxed into "the arts," and for too long treated as a hobby or a side passion. The so-called "creatives" have been undervalued and underpaid.
But creativity isn't magic. It's not something only a few people get. It's a way of thinking. A mental muscle. Use it and it grows. Ignore it and it fades.
And now, with AI changing everything, creativity is suddenly back near the top of the skills organisations say they need most. Turns out it was never optional.
A Simple Formula
Creativity can be boiled down to a simple formula:
Insight + Stimulus = Idea
First, insight. Look at what people want, need, or struggle with. Notice what's missing or broken or not working well.
Then, stimulus. Find new tech, new tools, new ways of working. Look at other industries. Borrow what they do and adapt it.
Put the two together, and you have a spark of an idea, the potential for new value to be created.
It really is that simple. Collect the dots, then connect the dots.
What Divergence Really Means
You'll hear people talk about "divergence" in creativity. Sounds fancy, but it's simple. Divergence just means giving yourself time to go wide before you go narrow.
It's tempting to rush to the first answer and close down too fast. Divergence is about holding that door open a little longer. Letting yourself explore options, even wild ones. Playing with different directions before picking one to pursue.
It might feel messy. It might feel slow. But it's where the good stuff hides.
You Think, Before Group Think
Group brainstorming can feel safe and fun. We love to come together and collaborate. But there's a danger here. It's like a game of under-9s football. Everyone chases the ball at once. It feels busy and fun but not much comes out of it.
What I've found helpful is: you think, before group think.
Start alone. Write down ideas in silence. Use prompts like:
If money was no issue, what would you try?
If you had only one hour to solve this, what would you do?
How would Richard Branson tackle it?
Then pair up. Share one idea and ask your partner to add three things to make it better.
Only then go to the group. And when you do, stay in the mindset of "yes, and…" rather than "yeah, but…". Every time you see a challenge in someone's idea, build on it instead of knocking it down. Add to it to make it better, solve the challenges by adapting and developing the idea. "Yes, and…" is a powerful builder.
Idea Baby Kicking vs Co-Parenting
Fresh ideas are fragile. They're idea babies. They can't stand up to a full business case yet. They need time to grow and develop.
But here's what often happens. A new idea gets shared, and the first response is:
"That will never work."
"We tried that before."
"We can't afford it."
The problem isn't that these concerns are wrong. It's that they come too soon.
Instead of kicking ideas, co-parent them. Add to them. Nurture them. Grow them. Think "yes, and…" rather than "yeah, but…".
When teams co-parent ideas, they make it safe to share bold thoughts. They build confidence. They unlock imagination.
Making Space to Imagine
The hardest part of stretching possibility is finding the space. Organisations pack calendars, fill every slot, chase every number. Busyness wins. Breakthroughs lose.
Stretching possibility means making room. Room for half-formed thoughts. Room to play. Room to wonder without fear of judgement.
And it needs trust. Without trust, people won't risk sharing bold ideas. Leaders have to model openness. They have to reward boldness, even when the idea isn't yet fully formed.
What This Looks Like in Practice
Organisations that embrace the Creative Force:
Make space for going wide before making decisions
Use prompts and tools to spark imagination
Bring in diverse voices and cross-pollinate ideas
Replace idea baby kicking with idea co-parenting
Create a safe space where wild ideas aren't punished
Why It Matters
Without this force, organisations stay in the shallow end. They make small improvements but never breakthroughs.
Stretching possibility lets imagination breathe. It gives people permission to be bold. It creates the conditions for adjacent and breakthrough ideas to appear.
If you only ever aim for what's safe, you'll never reach what's possible.
Final Reflection
Ask yourself and your team:
Are we playing it too safe?
Do we make space to go wide before rushing to narrow down?
Do we co-parent ideas or do we kick them too soon?
The future isn't shaped by those who settle for the probable. It's created by those willing to stretch into the possible.
Talk to us about boosting creativity in your team or organisation