So, I've just been to Glastonbury festival. Very fortunately, for the third time. And each experience has taught me something completely new about creativity.
When you’re there, there’s a strong sense of community coupled with anonymity. The festival is so densely populated — ranking as the UK’s seventh largest city when it’s taking place — you can meet people, become their best friend, then very quickly never see them again.
For me, this is freeing. I can wear outfits that I wouldn’t usually, wear my makeup how I want, and try my hand at being someone completely new (visually, not a whole new identity…). After being amazed by the variety of outfits and fancy dress in 2023, I knew I wanted to go one step further if I ever went again.
Last year, I made myself a jellyfish style hat and attached some appendages to an umbrella. Not the best attempt, but it was a lot of fun starting with an idea, researching how to execute it, and seeing it take shape. I also made a sunflower headdress that I sadly didn’t get to wear as it wouldn’t have withstood the wind. :(
Now that I've returned from the festival, it’s got me thinking (again) about the concept of creativity.
Why does it matter?
In the past year, I’ve had several conversations about creativity. What it is, how you find it – you know, the usual. A few people have told me they’re not creative despite working in marketing, a (widely perceived) creative industry. This saddens me a little, because people express creativity in different ways, so I always respond that creativity is subjective.
However, oddly enough, I do not see myself as creative – which is usually met with a few confused faces. Considering creativity is a pretty big part of what I do for a living, it does seem like a bold decision to claim I’m not creative, now I write it out.
Why?
Because I’ve associated the definition of being creative with the ability to draw… somehow. And because I can’t draw, or produce traditional artwork, that means I’m not creative.
But that’s not true.
I love the weird and wonderful. I love wearing bright colours. I love trying new things with my makeup, wearing fun hats at festivals, making or doing anything I possibly can for myself. My friends ask me to give them a hand with decorating their houses, altering their clothes, and helping them get ready to go out. But I just don’t deem myself as creative.
Since first heading to Glasto fest in 2023, doubled with going freelance only a year ago (!!!) I've learned so much about creativity, what it is, and how to find that creative spark.
A definition
In the grand scheme of things, the definition of creativity probably isn’t important. However, when you work in a field that’s highly associated with being creative (we all know the jokes about marketing being the “colouring in department”), and you don’t feel creative, imposter syndrome can set in pretty quickly.
For reference, the Oxford Dictionary definition of creativity is “the use of imagination or original ideas, especially in the production of artistic work.”
Again, another reference to something artistic. Which, after mulling it over, seems a bit restrictive. But the inclusion of ‘imagination’ and ‘original’ ideas here does add something a little extra.
After visiting Glasto, and having these discussions around creativity, I’m starting to realise that I’ve shot myself in the foot with my personal definition – and strongly believe that I’m not the only person to have such a limited view on what creativity is.
Creativity is…
…abstract. It's personal. It manifests itself in different ways. Just because I am terrible at drawing, doesn’t mean I can’t produce creative work. For example, when decorating my house I saw some wallpaper I really liked but couldn’t afford it at that time. What did I do? Recreated it myself by strategically slapping some paint on the wall. It wasn’t an exact copy but it was a damn good effort. I used my imagination to come up with an alternative solution.
Taking that first step, and not being afraid to try something, meant I then had other ideas for the future – what I now understand to be the beginning of the creative process.
Let’s look at writing for a moment. Writing can be done in many different ways. For a bit of context, there are five different types of writing, each requiring a different skillset (or word selection!):
Narrative: to tell a story
Descriptive: to illustrate something, or ‘paint a picture’
Persuasive: to convince the reader
Expository: to explain or inform
Creative: anything that doesn’t fall into the previous categories.
Content writing naturally lends itself to the first four categories – but can certainly still be classed as ‘creative’. People tend to assume when you tell them you write for a living that you’re a novelist, as if it’s the only form of writing to exist.
But it’s so much more than that.
It's about thoughts and feelings. Offering an experience to the reader. Taking them on a date and building trust. We'll talk about this another time...
Throughout my career, both in-house and freelance, I’ve had to write various different types of copy. Some more factual, cut and dry, than others. Working in tech and cyber security – where the industry is rather ronseal – has meant that maybe I didn’t feel I was using my creative flair as much as I wanted to.
How wrong I was.
Taking a technical concept, translating it for the audience, and repurposing that content in various different ways? I had to engage my creative imagination to come up with alternative ideas, and keep things fresh.
Trialling a new service line, unsure of the messaging? Being curious enough to dig deep and look for the angle.
Coming up with a strapline, or short piece of copy when you have reams and reams of information to sift through? A tough job, but a creative mind knows where to look.
So what actually is creativity???!!
We all have different tastes and preferences. Creativity, and how we define it, is no different.
Creativity, now, is more of a feeling. Not a state of being. You’re not creative because you can draw or produce artwork. You’re not not creative just because you don’t dabble in arts and crafts. And sometimes, being told you’re creative when you’re not in that headspace can set an expectation on how you should be.
Being creative is about so much more than simply being able to draw. And, to be honest, I’m a bit embarrassed that I’ve held myself to such a bland definition for all these years.
It’s about being brave enough to trust your instincts and try something new. If you’re like me, you might find that finding a solution is part of the experimental appeal.
What I personally deem as creative might not be the same for you. And that’s fine. We’re all entitled to our own opinions. Especially as our own experiences shape our worldviews, which we lean on to guide us in making what we feel is the right decision. And sometimes, all we need is to experience something new and change our perspective, just a little bit.
What creativity is, isn’t important. It’s about being inspired and doing things we enjoy. For whatever reason we want to.
