Creativity in business

How Finding Creativity Transformed My Business

If someone told me 15 years ago when I started my business that the difference between failure and building a sustainable, successful business was playing with sticks and twigs, I seriously would have laughed. But, that’s exactly what happened!

It was about six years ago where I was working flat out building my business. Like most entrepreneurs, running my business consumed me. I never really switched off and I was starting to burn out from the intense pressure.

What’s more, my industry of public relations was (and still is) going through significant change. Dealing with the changing media landscape was like operating in quicksand, where I could be pulled under if I didn’t keep innovating.

Something had to change. I went through a process of reflection on what I wanted out of my business and my life, as the two were inextricably linked. I realised my ability to cope with change was being impaired, my creativity was being sapped. I needed to figure out a way to slow down and allow myself the space to problem solve and be innovative in responding to challenges.

I needed to find an outlet for my creativity that was tactile and not about perfection but more about exploration and play. I wanted think in new ways and use creativity to gain new insights and perspectives.

How creativity transformed my business

 

Looking back now, I found an outlet that was completely opposite to my world as a business owner. I discovered the art of sculptural basketry – an art form that goes back to our primal roots and hasn’t changed for thousands of years. It was feminine, introverted, meditative and nature-based; compared to my entrepreneur life which was masculine, extroverted, technological and fast paced.

As I explored this new art form, weaving twigs, leaves, sticks and vines to create sculptural beauty, something incredible happened. My ability to bring new ideas to my business expanded. It started a new period of innovation and evolution in my business.

A light was switched on.

It was then that I began responding to change in new and unexpected ways. I wrote a book and launched an online, productised side to my business. I started to work with my team in different ways so the business could leverage the collective strength of our ideas. The business became more stable, but more importantly, I felt more in control of where I wanted to take the business and what its purpose in my life was.

I started to say yes to more opportunities. Instead of shunning the spotlight for myself, I used it to help other business owners struggling to be seen and heard.

The added benefits of creativity

 

Through art I was able to change how I saw things. It helped me to overcome business challenges and appreciate risk and potential in different ways.

Engaging in slow and creative activities such as arts and crafts has been proven to benefit the brain by working both hemispheres. I’ve learnt it’s important for us to strengthen the part of our brains that not only engage with logic and problem solving, but also taps into the creative and imaginative side of our minds.

Having a hobby where you can sit down for a few hours and block out the constant noise of society can work wonders for your mental health and bring down stress levels. Not focussing on constant deadlines lowers cortisol, the ‘stress hormone’, and engaging in relaxing, enjoyable activities heightens levels of oxytocin and serotonin in the brain.

Today my art is very much part of my identity. I conduct weaving workshops with my team. My office is overflowing with my sculptures and I hold my own exhibitions – the artist and entrepreneur within me are interwoven and interdependent.

And my business is better for it. There are still challenges. Things don’t always go to plan, but how I respond to these situations is heightened with creativity and innovation. Rather than feel inundated and paralysed, I see the opportunities that are only limited by my imagination and creativity.

Need to find that spark to reunite your flame? Just book a complimentary consultation with one of our amazing mentors at Empowering Ambitious Women. Start your chat with us here.

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Catriona Pollard, Founder and Director, CP Communications, one of Australia’s most respected and innovative PR and social media agencies. She is also the author of ‘From Unknown To Expert’, a step-by-step process for growing your profile and expanding your influence by becoming a recognised expert in your field using Public Relations and Social Media.

Catriona founded CP Communications in 2001 and has built it into one of Australia’s leading PR and social media agencies. Recognised as an industry influencer, Catriona is an international speaker and trainer, author and popular media commentator. She has over 20 years’ experience in developing public relations and social media strategies that engage both consumers and businesses.

Catriona created the popular blog Public Relations Sydney that has been listed as the top two business blog in Australia. She is also listed as one of the top 100 PR people worldwide to follow on Twitter. Catriona presented an inspirational and motivational talk at TEDx on the topic of Being Open To Yes. She encouraged people to move from the shadows into the spotlight, to redefine the spotlight so it means something to everyone and to understand we all deserve to be there and share our voice with the world.

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