Is creativity a cost or a creator of value?

"We can't afford to be creative", I was told.

There is no doubt that how you answer that question shapes more than your marketing budget.

It shapes your strategy, drives your growth, and determines your ability to adapt, as well as whether your business leads or lags.

Too often, creativity is treated like a nice-to-have. Something to bolt on after the 'real work' is done.

In many ways, what your business wants to achieve will determine how you value creativity.

• If you want to maintain your share, it can feel like a luxury.
• If you're chasing 1–2% growth, you might treat it like polish.
• But if you're competing, adapting, or trying to break through, then creativity should be a non-negotiable.

But even if you're trying to hold steady, your competitors aren't. Some would also say markets aren't, or customers. Things evolve, though not always as quick as we think.

It's safe, though, to say the world certainly isn't slowing down.

In that environment, standing still could well be falling behind. If not now, then soon.

That's when creativity becomes your defensive strategy. The thing that keeps you seen, sharp, and chosen, even if your product isn't wildly different.

For businesses with bigger ambitions, creativity is the driving force.

You don't optimise your way to meaningful growth. You imagine it. You invent it. You build it. You put yourself in places where people will see you. You stand the f@ck out.

So maybe the question isn't "Can we afford creativity?"

It's, "Can we afford not to?"

Do take comfort in the fact that there are plenty of brilliant minds, wonderfully creative people, and a whole host of tools to ensure it's even easier now to stand out.

Why wouldn't you?

The 'can't afford' view is also interesting because constraints help creativity and innovation thrive.

How often have you heard or said, "We've got a tiny budget, so we can't afford big thinking or out-of-the-box ideas?"

Constraints should be fertile ground for creativity and thinking.

Why, you might ask.

Constraints bring focus, narrowing in on a single problem or challenge and placing all attention, brainpower, inspiration, innovation, and creativity together to solve it and/or maximise its potential.

It could be time, money, market or company realities, siloed thinking or...

... and the reason for a photo of a child...

FEAR.

When we were younger, "I'm going for it" was often the thought and expression when a leap of faith was needed.

Creativity and innovation thrive with constraints. Pairing that with the right amount of backing yourself is just the ticket.

I'm here to help.