Strategies to Boost Creative Performance

Pay close attention to the frequency of healthy debate, constructive challenge and openness to new and divergent ideas that takes place in your teams. If the frequency is low… …there is the risk of creating the illusion of performance because people readily ‘understand’ each other, agree on everything, collaboration seems to flow smoothly and there is a collective sensation of progress. However, the opportunity cost is teams gets trapped in their own paradigms, opportunities get overlooked, risks ignored - and ultimately their output becomes derivative not innovative, performance diminishes as opposed to improving and compounding. If the frequency is high… …there is a level of psychological safety that allows for team members to be more objective, to speak up with relevant ideas, to constructively challenge each other, and bring their diverse perspectives and experiences to the table - in the knowledge it won’t be held against them. This opens up the opportunity of reframing the paradigm, and connecting different perspectives and ideas. Ingredients for creativity, innovation, resilience and performance. You see homogeneous teams might feel easier, but easy doesn’t translate into Performance. Here are a few ideas to experiment with your teams… 1. Intentionally foster a team environment that replaces scepticism with intellectual curiosity, an open and learning mindset.   2. Consider how you can create a ways of working that allows all ideas and perspectives from everyone in the room to be heard. 3. Encourage dissenting perspectives. Surrounding yourself with people who are willing to disagree with you and challenge your perspectives and each other. 4. Consider whether you may need to invite others to that creative or idea generation meeting to ensure you get a broader perspective. 5. De-stigmatise failure through sharing past mistakes and celebrating lessons learnt. 6. Institutionalise a team culture of healthy candour. Candour is one of the key attributes to improving the quality of output, levelling up creativity and enabling effective collaboration. What would you add? 👇🏽 #culture

Most people think systems kill creativity. Tiger Woods proved them wrong with a single military concept. It helped him win 15 majors. Here's how 🧠 When Tiger was young, his father (a Green Beret) taught him something called Standard Operating Procedure (SOP). The rule was simple: If you can make it routine, systematize it. Tiger took this to the extreme: • Practiced putting to Run DMC (same songs) • Used identical pre-shot routine (to the second) • Followed exact warm-up sequence (last shot on the range = first shot needed on course) "The thing about my routine is, I never change it," Tiger says. But here's the mind-blowing part: While others saw routines as handcuffs, Tiger found them liberating. Why? Because when everything routine becomes automatic, your mind is free to be creative. The proof? • 95.7% win rate when leading after 54 holes (highest ever with >5) • Created shots nobody thought possible • Most creative short game in history • Highest pressure performances • Changed how golf is played Think about your best work: How much mental energy do you waste on decisions that could be systematic? 3 steps to build your SOP: • List your repeatable tasks (Anything you do more than once) • Document exact process (Be specific - pressure, timing, sequence) • Practice until automatic (No deviation for 66 days minimum) The secret to genius-level performance isn't more creativity. It's building systems that let your creativity flourish. As Earl Woods said: "Then you don't have to reinvent the wheel each time." What's one process you could systematize this week? Share below 👇 - - - Found this valuable? Share it with someone who needs better systems 🙏 #productivity #performance #systems

“The obvious is obviously wrong.” – Druckenmiller Most creative teams optimize for what feels obvious: • More assets = better odds • Faster output = stronger growth • Broader testing = more insights It sounds smart and feels proactive. But like Druckenmiller said: When something seems obvious, that’s usually a signal to dig deeper, find the hidden truth that will unlock customer expansion and growth. When I was leading growth, we followed that playbook. Hired more freelancers, ran dozens of ad variations, and pulled fresh reports every morning. But creative performance didn’t budge. Why? Because we were solving for the visible problems, not the causal ones. Here’s what I’ve learned since: 1/ More assets don’t mean better performance. They just mean more noise - unless you have a system to extract meaning. Most teams run 10 versions of the same idea and call it a “test.” That’s not strategy. That’s volume theater. 2/ Speed without systems is chaos. Pushing creative live in 2 days might feel productive… but if the brief sucks, the testing plan’s unclear, and no one reflects after launch… you’re just burning money faster. Aka be quick but don’t hurry. 3/ You don’t need broader tests. (You need smarter ones) Creative isn’t about split-testing 20 headlines. It’s about uncovering the beliefs that move people. The only way to do that is through structured iteration - so every launch teaches you something new. That’s why I built CreativeOS. Not to pump out more creative. But to reverse-engineer why it works - and make those insights repeatable. Druckenmiller wasn’t talking about creative strategy… but he might as well have been. If your creative process feels obvious, that’s your cue to look harder. Because the stuff that actually moves performance? It’s never surface-level. It’s the stuff hiding underneath the easy answer. And if you can build a system to find it - you win.

Hustle culture is killing your business. We glorify the grind, the all-nighters, the stress. We equate exhaustion with dedication. But here’s the truth: innovation—the lifeblood of thriving businesses—doesn’t happen when employees are running on empty. It flourishes in environments where employees feel valued, supported, and, most importantly, well. The equation is simple: well-being fuels creativity, and creativity fuels innovation. According to the McKinsey Health Institute’s 2023 survey, employees who work for companies that prioritize well-being reported better health, improved job performance, and a marked increase in innovation. A well-rested, mentally healthy employee is far more likely to think outside the box, engage in creative problem-solving, and generate the game-changing ideas we all crave. Companies with high employee well-being scores consistently outperform their peers. They attract top talent, retain their best people, and foster environments where innovation thrives. Workplace well-being isn’t just a “nice to have.” It’s a strategic decision.  Here are real, actionable ways to cultivate an environment where well-being drives creativity and innovation: ✅ Invest in mental health support – Mental health is health. Provide access to mental health resources, coaching, and proactive support. Employees facing personal or professional stress are less likely to think creatively if they’re spending their energy just trying to cope. ✅ Encourage breaks and PTO – Rest isn’t a reward; it’s a necessity. Leaders should actively encourage employees to step away from work, take vacations, and recharge without guilt. Well-rested employees return with fresh ideas and renewed energy. ✅ Create space for deep work and reflection – Constant meetings and interruptions kill creativity. Give employees time to think, experiment, and problem-solve without pressure. True innovation happens when there’s room for exploration, not just execution. ✅ Make well-being leadership-driven – Employees take cues from leadership. When executives openly prioritize their own well-being, it sets the tone for the entire organization. ✅ Foster psychological safety – Employees need to feel safe to voice new ideas and challenge the status quo. Create a culture where taking smart risks is encouraged—not punished—because that’s where the best ideas are born. ✅ Recognize and reward well-being habits – Don’t just celebrate output. Acknowledge employees who prioritize balance, collaboration, and creativity. Innovation isn’t just about working harder—it’s about working smarter. At Humankind, we believe that well-being isn’t a perk—it’s the foundation of a thriving, innovative workforce. When employees are well, they think well. They collaborate better. They bring fresh ideas to the table. It’s time to shift the mindset: Innovation doesn’t come from burnout. It comes from a workforce that is supported, engaged, and well. #EmployeeWellbeing #Innovation #Humankindforall

The marketing curse 😂 The fix: Dara Denney's 5 step framework that brings data and creatives team together, battle tested with over $100M of ad spend. Dara's take: Creative freedom is a myth. “You need to attack the sources of ambiguity within the creative process. This is the secret to building high performing creative teams" 1. Remove ambiguity with SOPs "The most ambiguous parts of the creating process have the biggest impact on performance" Think of all the ambiguity that exists in your creative production workflow: Research: Who is conducting competitor research? Where is the team documenting customer reviews, and how are you using the performance data you’ve collected? Roadmap: Is everyone clear about the goals and tasks in your creative production pipeline? Or does every new request feel chaotic? Performance: Does your designer know why the last ad bombed? Is data on performance understood or locked in some spreadsheet? To remove ambiguity, Dara suggests formalizing the creative project lifecycle stages research, execution, review, client submission, and launch—for streamlined creation. She calls these stages Standard Operating Procedures (SOPs). 2. Hire a dedicated Creative Strategist Creative strategists remove ambiguity from the creative process by doing the hard work of understanding customer psychology, the competitor landscape, deep s of performance data, and uncovering the strategic problems that ads need to solve. Without a creative strategist, your growth and creative teams become disconnected. For in house teams, this leads to internal politics, mistrust between teams, and low output. 3. Make data accessible AND exciting Not sure which metrics to narrow down on? Focus on your primary KPIs, such as spend, purchases, and cost per lead. These metrics will give you a good understanding of your campaign's performance. Additionally, look at storytelling KPIs, like drop off rates, average video watch time, hook and hold rates, and CTRs. Use a visual analytics platforms to make the data accessible and interesting for your creatives (that's what Motion (Creative Analytics) does btw) 4. Roll out a sprint structure Here's a simple structure you can start with: - Monthly roadmaps, metric checkpoints, bi-weekly retros - Keep the process on track with daily stand-ups Regularly analyze ad formats and metrics as a team during your live sessions and set up a Slack channel for sharing high and low performing ads where you can chat async on what you're seeing 5. Build a data driven creative culture You need to embed Creative Strategy into your org culture. Start all brainstorms with a data download. Ex: share CI research, customer insights, past performance but make sure you start from data or bring it into how you operate. To keep momentum up, create a "win" Slack channel to celebrate learnings and top performing ads and conduct monthly retros to keep the team aligned and engaged with data.

Controversial take: you are not born with creativity. It is taught.⁣ ⁣ Most just have no idea how to unlock it. Do this instead:⁣ ⁣ I’ve had this discussion with so many of my peers.⁣ And I always hear people say that you’re either born with it or you’re not.⁣ ⁣ But I’m an avid contrarian of this idea. (probably because I’m stubborn and think hard work beats any challenge lol)⁣ ⁣ In an interest to learn more (and to see if I could prove I was write haha) I looked deeper.⁣ And what I found is in many ways creativity is like a muscle - it requires repetition, experience, and systems.⁣ ⁣ Here are 8 proven strategies to unlock your creativity:⁣ ⁣ 1. Embrace Curiosity⁣ ↳ Explore diverse subjects outside your field to gain fresh perspectives⁣ ↳ Ask "what if" questions regularly to challenge the status quo⁣ ↳ Seek out new experiences to feed your creative mind⁣ ⁣ 2. Practice Mindfulness⁣ ↳ Engage in daily meditation or reflection to clear mental clutter⁣ ↳ Allow your mind to wander without judgment to uncover hidden ideas⁣ ↳ Observe your surroundings with fresh eyes to find inspiration everywhere⁣ ⁣ 3. Cultivate Divergent Thinking⁣ ↳ Challenge assumptions and conventional wisdom to break creative barriers⁣ ↳ Brainstorm multiple solutions to problems, no matter how outlandish⁣ ↳ Use random word associations to spark unexpected connections⁣ ⁣ 4. Create a Stimulating Environment⁣ ↳ Change your workspace regularly to avoid mental stagnation⁣ ↳ Expose yourself to different sensory inputs to stimulate new ideas⁣ ↳ Surround yourself with inspiring objects and art to fuel your creativity⁣ ⁣ 5. Collaborate and Network⁣ ↳ Seek feedback and build on others' ideas to create something greater⁣ ↳ Engage in cross-disciplinary discussions to broaden your horizons⁣ ↳ Participate in creative workshops or groups to learn from others⁣ ⁣ 6. Embrace Constraints⁣ ↳ Work with unfamiliar tools or mediums to challenge your skills⁣ ↳ Set artificial limitations on your projects to force innovative thinking⁣ ↳ Challenge yourself with time restrictions to boost creative problem-solving⁣ ⁣ 7. Learn from Failure⁣ ↳ View mistakes as learning opportunities rather than setbacks⁣ ↳ Iterate on "failed" ideas to find new angles and possibilities⁣ ↳ Celebrate the creative process, not just the final outcome⁣ ⁣ 8. Protect Your Physical Health⁣ ↳ Maintain a balanced diet for optimal cognitive performance⁣ ↳ Ensure adequate sleep and rest for creative recovery and insight⁣ ↳ Prioritize regular exercise and movement to boost brain function⁣ ⁣ Don't wait for inspiration to strike – take action to cultivate your creative powers every day.⁣ ⁣ What's one creative technique you'll try this week? Do you have any favorites I missed?⁣ ⁣ 🔔 Follow Scott Caputo for more.⁣ 📌 Save this post as your creativity toolkit!⁣ ♻️ Share with a friend who needs a creative spark.⁣ ⁣ ———————————⁣ ⁣ ⁣⁣⁣I write a letter called letter Unordinary Ones exploring everything business & personal growth.⁣⁣⁣ (check comments)

If you want to do creative projects but never have the energy, try this: Nature is more than just a backdrop for relaxation; it actively enhances our creative thinking and problem-solving abilities. Getting out into nature with a clear aim to do creative work as a massively underrated tool. Here’s my protocol for an intentional day of personal projects: → 𝗠𝗼𝗿𝗻𝗶𝗻𝗴 𝗥𝗼𝘂𝘁𝗶𝗻𝗲 Begin your morning by stepping outside. Feel the natural elements (the sun, a breeze, the texture of grass). Just a couple of minutes can really clear the mind, calibrate your senses, and sharpen focus. → 𝗦𝗲𝘁𝘁𝗶𝗻𝗴 𝗶𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻𝘀 Carry a notebook and pen on a short walk in a nearby park or natural setting, away from digital distractions. Write down a maximum of 3 things you’d like to focus on. Put a star next to the one that is your highest priority - the one that, once completed, would make the day a success. → 𝗝𝗼𝘂𝗿𝗻𝗮𝗹 To get the creative juices flowing, handwrite down a short answer to each of these prompts: • Describe your natural surroundings. • What’s 1 trait you want to exhibit today? • What’s 1 thing you’re grateful for? → 𝗗𝗲𝗲𝗽 𝘄𝗼𝗿𝗸 Curate a workspace with natural elements (e.g., plants, natural light, open windows for fresh air). The more minimal and distraction-free, the better. Brew your hot beverage of choice, take a deep breath, and start your day with a 2-hour uninterrupted block focussed on your highest priority task. → 𝗜𝗻𝘁𝗲𝗿𝗺𝗶𝘁𝘁𝗲𝗻𝘁 𝘄𝗮𝗹𝗸𝘀 Introduce short, regular walking breaks in your routine, preferably in natural, green spaces. Experiment with different levels of stimulus: Notebook, no notebook. Music, no music. Use this time for reflection or pondering creative challenges, letting the natural environment stimulate new perspectives. → 𝗪𝗶𝗻𝗱 𝗱𝗼𝘄𝗻 As daylight shifts to dusk, allow your mind to naturally transition to relaxation. Under soft lighting, jot down any lingering thoughts or reflections in a journal. Close the cognitive chapter on productivity, and enjoy an evening of leisurely reading, cooking, and resting. -- This is an excerpt from an initiative I recently took part in called 'The nature of work' - a collaboration between Unyoked and LinkedIn. They invited Lizzie Hedding, Samantha Wong, James Hurman, Cayla Dengate, Jimmy Lyell and I to create a guide on using nature to slow down and focus on the things that really matter. 🏕️ One takeaway for me: Whether you're an athlete, VC, or musician... try to build more exposure to the natural world into your daily, weekly, monthly and yearly rhythms. Hope you enjoy the guide as much as we did making it. Link in the comments👇

Strategic sellers are the elite “mental athletes” of the business world. Yet, every day I encounter sellers treating their greatest asset like trash. Garbage in, garbage out. There’s a better way, and it doesn’t have to be overly time consuming or complex: Carve out a block for just one of these, and you’ll feel better. Incorporate all of them, and you’ll achieve things you never thought possible. ~~~ Fill your mind: READ ↳ Reading can reduce stress levels by up to 68%. ↳ Start your day with reading just 1 chapter to warm up your cognitive “muscles.” Clear your mind: WRITE ↳ Expressive writing can reduce intrusive thoughts and stress, creating more mental bandwidth for creativity. ↳ Spend 5 minutes at the end of each day writing down unresolved thoughts or lingering worries. Expand your mind: WALK ↳ Walking can boost creative output by up to 60%. ↳ Take a 10-minute walk during breaks or between meetings to refresh your mind and encourage new ideas to flow. Ease your mind: DELETE ↳ Limiting social media usage can significantly lower symptoms of anxiety and depression. ↳ Remove at least 1 social media app or unsubscribe from negative news feeds for 2 weeks and note the difference in your stress and focus levels. Restore your mind: REST ↳ Insufficient sleep can lead to a 40% reduction in cognitive performance, impairing decision-making and focus. ↳ Aim for 7–8 hours of quality sleep. Use a wind-down routine—no screens, dim lights, relaxing music—to help you enter deep, restorative rest. Focus your mind: MEDITATE ↳ Just 8 weeks of consistent meditation increases gray matter density in the hippocampus (critical for learning and memory). ↳ Practice a simple mindfulness session—close your eyes, focus on your breath for 10 minutes, and allow mental chatter to settle. Challenge your mind: LEARN ↳ Ongoing mental stimulation, such as learning new skills, is correlated with a lower risk of cognitive decline. ↳ Dedicate 25 minutes a day to developing a new skill or topic relevant to your growth—an online course, learning new software, experimenting with AI prompts. Sharpen your mind: PRACTICE ↳ Consistent, focused training can substantially improve performance in both mental and physical tasks. ↳ Break down a complex skill (like public speaking or learning a new language) into smaller components. Practice each component daily with measurable feedback to track progress. Nourish your mind: EAT CLEAN ↳ A Mediterranean diet can improve cognitive function and memory retention among participants. ↳ Swap processed snacks for whole foods—fruits, vegetables, nuts, and lean proteins—to maintain steady energy levels and clearer thinking. Strengthen your mind: EXERCISE ↳ Regular physical activity can enhance executive function and overall cognitive health. ↳ Incorporate at least 30 minutes of moderate exercise (running, cycling, or a strength workout) 4 times a week to bolster mental stamina. 🐝

This hack can boost your creativity and problem-solving abilities: It’s the purposeful activation of your brain’s Default Mode Network or DMN. This is the circuitry that helps us think of new 'ideas' - and it is most active when we’re resting, reflecting, or daydreaming. But even if we don’t have the luxury of rest and reflection during the day, we can still cultivate habits and routines that build a stronger DMN that is more active when we get to pause. 🧠 Get moving. Take a walk—the movement helps improve your DMN’s function, and a year of consistent walking has been shown to boost the way connections are made between the different parts of the DMN. 🧠 Daydream! Positive Construction Daydreaming (PCD) is when you imagine an exciting or positive future scenario in vivid detail. This can engage and train your DMN. 🧠 Snooze. A quick nap—or even a longer one—can boost your creativity by helping your DMN make new associations and connections. Activating your DMN helps you work smarter and turns your idle time into your most creatively charged moments. How often do you make the time to ‘unfocus’? #Habits #Brain #Neuroscience

The data is clear: Creative fatigue kills performance. Meta reports campaigns with diverse creatives across formats and messaging saw: - 32% improvement in CPA - 9% increase in incremental reach Creative diversification isn’t just about asset count. It’s about: 1. Format variety (Reels, Feed, Stories) 2. Messaging angles (emotional, rational, social proof) 3. Story arcs (product, testimonial, lifestyle) 4. Demographic diversity (age, gender, ethnicity) For example, in one of our experiments featuring women in an ad resulted in 81% of incoming leads being female, while switching the models and message to men turned it around to 67% of leads being male. If your campaign relies on 1-2 winners, you're vulnerable. We build refresh systems that keep performance stable and predictable. Want to learn how?