Jennifer Mueller, author of “Creative Change: Why We Resist it, How We Can Embrace it,” is my guest today. Many crave the life of creativity but choose not to live it. Jennifer explains creative change in a way that newbies and professionals can understand.
“What was the initial aha moment that made you go down this particular path?” People have this “love/hate” relationship with creativity. During a study, Jennifer found that more people relate the word “vomit” to creativity than they relate words like; love, peace, and happiness. This made her wonder, “What is it about creativity that makes people feel that way?”
More and more customers want a creative experience. When people think of a creative experience they think of: something beautiful, not mass marketed, not necessarily fashionable, something that took time and effort to put together, feels authentic and makes them happy. Corporations do think of creativity in the same way, however they end up moving in the opposite direction. They often get sucked into feeling like their product needs to be for everyone, mass marketed, fashionable, etc. so they can sell the product.
Steve Jobs created “corporate creativity.” He had a way of connecting with people from how he dressed to connecting through his products. When people engage in a creative effort they feel like their lives are meaningful and are happier. Jobs captured that. Giving people a surprise is one of the top things people attach to creativity, along with beauty. He was able to wrap all these things up in one presentation.
“We want more creative change. We know there has to be a disruption and we know we can’t predict the future. The heart of your work is to get people to understand, ‘This won’t make you feel comfortable to adopt creative change…it will not be a linear process.’” When you go through the process of learning something, sometimes that process can feel horrible. The good news is though, when you figure this out yourself, it can feel pretty empowering. When we generate creative ideas, we are more accepting of flexibility. Change is a psychological problem. It is not just emotional or rational, it is both.
In this episode of Trend Following Radio: