Unlocking Creativity to Drive Growth and Innovation

From arts to engineering and professional services, creative thinking enables teams to break free from traditional constraints, find new solutions, and propel their industries forward. Creativity is not simply the reserve of a few but necessary for everyone, but how do we create the conditions for creativity in our organisations?

Creativity Across Sectors: Diverse Applications for Real Impact

Creative thinking looks different across industries, but its impact is universal. In technology, manufacturing and engineering, creativity often involves using innovative designs and processes to improve efficiency or tackle complex challenges. These look like new inventions (cars, phones, air fryers), or pieces of physical infrastructure (bridges, buildings, roads).

Think of professional services; marketing, legal, sales, recruitment- these professions all have to think creatively to target their goals, whether that be brand awareness, a case win or a sale.

Even in more “traditionally analytical” fields, creativity plays a crucial role. Consider the accounting and finance sector: firms are innovating with creative approaches to data analysis to drive productivity and insights.

In these settings, we often exalt the virtuoso, the great invention as a random act of excellence- but can creativity be facilitated regularly and expectedly to drive business growth?

Understanding the Model of Creativity: John Cleese’s Framework

John Cleese, known for his work in comedy but also a long-time student of creativity, offers a model that is especially applicable to business. Cleese describes creativity as moving between two “modes”: open and closed. The open mode is playful, relaxed, and open to all possibilities, whereas the closed mode is focused, serious, and geared toward execution.

For business leaders, this model is a reminder that creativity requires both time and space. Leaders and teams need permission to explore ideas without pressure or judgment—the open mode. Without this freedom, creativity can’t thrive. At the same time, they need the closed mode to put ideas into action. This oscillation between exploration and execution is what drives genuine innovation.

Fostering Creativity Through Executive Coaching

Finding time for open-mode thinking is easier said than done- most of us are time-poor-professionals. But reframe the question, can you afford not to invest time into being or becoming more creative?

This is where Executive Coaching can be transformative. Coaching provides structured time and space to think creatively, challenging leaders to move beyond habitual patterns and break down the mental barriers that limit innovation. A coach can help leaders embrace Cleese’s open mode by encouraging exploration, curiosity, and even “constructive play”—crucial for creative breakthroughs.

Moreover, coaching supports the closed mode by fostering accountability, helping leaders bring innovative ideas from brainstorming into practice. For leaders juggling tight schedules and demanding roles, coaching offers the dedicated space to recharge, reflect, and approach problems with fresh perspectives.

Building a Creative Culture in Teams

Creativity isn’t just an individual effort; it’s a team sport. Executive coaching also equips leaders to foster a culture of creativity within their teams. By encouraging open dialogue and promoting diverse perspectives, leaders can create a collaborative environment where everyone feels safe to voice ideas. Regularly scheduled brainstorming sessions or “innovation sprints” can be effective ways to bring teams into Cleese’s open mode, encouraging creative thinking while reinforcing a shared sense of purpose.

The Bottom Line

Creativity is vital for businesses looking to stay relevant and drive growth, and it can take many forms across sectors. Whether it’s rethinking processes in finance, developing a cutting-edge product in engineering, or finding new ways to engage clients in professional services, creative thinking provides the edge needed for success. By investing in executive coaching, leaders can build both the personal and organisational habits needed to think—and act—creatively, driving real growth and lasting impact.