A story on creative leadership.

Hi there, creative being!

We are thrilled to share with you our brand-new approach to this newsletter. As you know, we had our very first event THE CREATIVE YOU DAY ~ Boosting your Creative Leadership last January, and met a bunch of inspiring creative leaders. Well, after inviting them for a relaxed conversation to get to know more about their professional paths, some of the stories stood in our heads in a way we feel does more good if we share them with our audience — you :)

Our SUPER CREATIVE LEADER for March is...

Teresa Moreira , consultant and mentor with over 30 years of experience in the so-called creative business, is passionate about trend-driven innovation and strategic foresight and imagining, developing, launching, and growing new concepts, products and services for the new eco-digital-social era.

Come discover her superpower: creativity!

CY: We're thrilled you could join us at THE CREATIVE YOU DAY. — How was your experience at the event? Any standout moments or insights that really got your gears turning?

TM: I have always believed in the importance of creativity for my well-being. However, participating in THE CREATIVE YOU DAY — an event entirely focused on creativity — was a pivotal moment, reminding me of the vitality this skill can give to my routine. I realised that creativity can manifest in various forms, from simply contemplating an image to exploring new knowledge. This reaffirmed the power of creativity in my life.

Creativity opens windows. Creativity is deeply within us. There are clear triggers. Therefore, we must pursue these triggers. Sometimes it's in the pursuit of a supposedly more creative activity, like drawing, that will eventually trigger in me an approach, a receptivity to possibility, and creativity emerges. Sometimes, we have to search for these triggers and allow ourselves to explore something from them. That's why I believe it's important to train people in these types of skills: to find and recognize these triggers and then stimulate them.

I also appreciated the emphasis given to collaboration in exploring creativity, which strengthens team spirit and our adaptability. Having participated in this event has validated a long-held goal in me, highlighting the importance of integrating creativity as an essential practice within companies — not only as a means of innovation but also for well-being and resilience.

Creativity is a powerful and accessible skill for everyone, capable of bringing significant benefits to both personal and professional life. It is a "happiness workout" that we all can and should practice, finding inspiration in the small details of daily life and collaborating with others to explore its full potential.

CY: Creativity is often seen as this elusive, abstract concept. But we know it's so much more! How do you personally define creativity, especially in the context of your leadership?

TM: For me, creativity goes beyond simply imagining something new; it's the ability to think exponentially, plan long-term, and explore innovative opportunities. As a leader, I have always valued creating spaces for creativity to flourish. I encourage my team to step out of their comfort zone — as a matter of fact, to step out of the office even, to go out there, to the streets, to mingle with society —, absorb new ideas and experiences, and apply them in unexpected ways within our business context.

I enjoy fostering co-creation and collaboration, believing that by combining different perspectives and knowledge, we can achieve richer and more effective solutions. For instance, at 玛氏食品 , with M&M’s, we faced budget constraints and opted for partnerships. Inspired by a visit to one of Benetton Group ’s flagship stores, we envisioned two brand mascots in the window, combining the iconic colour branding of both companies — a successful collaboration of which I am very proud. This solution arose because we had room for creativity, rather than solely focusing on KPIs.

Unfortunately, currently, I notice less room given for research and collaboration. We need to make space for new ideas and people who can enrich our creative process, valuing collaboration and providing opportunities for innovation.

CY: One of the aims of our event is to explore how creativity intersects with leadership. Can you share a specific instance where creativity played a pivotal role in your leadership journey or within your organization?

TM: For example, when preparing a funding application in my actual role, I thought about how we could make it more appealing. In the "Ethical Meat" project, which focused on animal welfare and efficiency, I introduced the concept of a "Animal Welfare and Innovation Park". Adding that label, although not technically necessary, made all the difference in communicating the project both internally and externally and engaging all stakeholders. I admire the power of a creative thinking process in adding value and improving the communication/understanding of a project.

Creativity is essential for exploring the intangible aspects of the value creation process, benefiting all levels of the organization. In my leadership, this skill stands out, allowing me to innovate, communicate effectively, and add value to projects and the organization as a whole.

CY: They say great leaders are great listeners. How do you create an environment where your team feels comfortable sharing their creative ideas, no matter how out-of-the-box they may seem?

TM: In my case, I prioritize establishing a modus operandi that values active listening and collaboration. In every meeting, I set aside time to explore specific topics and encourage everyone to contribute without pressure. For instance, when I was working in the “Shopping Mall” environment, I would allocate about an hour to discuss topics like "Place Marketing", fostering an open and pressure-free exchange.

During our brainstorming sessions, I used to challenge my teams to present at least three ideas, stimulating self-confidence and creativity. When facing resistance, I offered more time or resources to make them feel more comfortable. Although immediate results may vary, over time, I observed a significant improvement in the team's creativity, posture, and attitude. My ultimate goal was (and still is) to boost the personal and creative growth of each team member — which will positively impact the whole.

I believe creativity is essential for growth, and it's crucial to step out of one’s comfort zone to explore each member's full potential.

CY: When you were a kid, what was your favourite way to express your creativity? Any childhood hobbies or activities that you feel shaped your creative mindset?

TM: As a child, I expressed my creativity in two main ways. I loved creating my toys and settings using LEGOs, cut-outs, and anything that allowed me to unleash my imagination. I wasn't content with ready-made toys; I preferred inventing and building my worlds. Additionally, I have always been a storyteller, crafting adventures for my siblings and imagining engaging narratives with my dolls. These activities shaped my creative mindset from an early age, encouraging me to explore, invent, and narrate stories in an imaginative way.

Are you curious about the amount of creative potential within your leadership?

Try out our free online survey CREATIVE YOU ?.

If you want to know more about other ways to bring creativity to your team, we're listening: drop us a DM ;)