Creativity… what do we mean?

Creativity is a slippery thing to define.

Sometimes, it’s as simple as giving old ideas a fresh twist, making people see them in a new light. Other times, it’s about solving a problem with a solution so obvious, you wonder why no one thought of it before. At its heart, creativity connects with people—it surprises, inspires, and motivates.

Great creativity sticks. It makes things memorable, whether it’s a catchy slogan, a bold design, or a clever campaign. It helps brands stand out or feel familiar, creating emotional connections that draw people in. The true value of creativity is hard to measure, but its impact is undeniable. It’s the driving force behind some of the world’s most successful brands and groundbreaking ideas.

But here’s the catch: creativity isn’t easy to pin down or control. People, especially in industries like advertising, try to systemize it with processes, guidelines, and rules. The goal? To make creativity more predictable, more manageable. But creativity doesn’t work like that. It’s messy, unpredictable, and deeply human.

One of the most fascinating things about creativity is how it shows up when you least expect it—during a random conversation, while you’re zoning out, or in the middle of a mundane task. It thrives in environments that encourage curiosity, experimentation, and a willingness to take risks. And when things don’t go as planned? That’s not failure; it’s an opportunity to learn, adapt, and improve.

Businesses, on the other hand, love predictability. It’s why tools like big data and programmatic ads are everywhere—they offer control, consistency, and efficiency. But while these systems excel at churning out content, they often produce work that’s bland and forgettable. True creativity doesn’t come from a formula or a production line. It comes from people—their experiences, perspectives, and ideas.

Real creativity breaks the mold. It’s the thing that stops you in your tracks, sticks in your mind, and makes you see the world differently. It’s powerful, but it’s also elusive. If you want that kind of magic, you have to accept its unpredictability. You can’t fully define or control creativity—and that’s exactly what makes it so valuable.