Creativity isn’t just for artists.

It’s the secret advantage that problem-solvers, innovators, and business leaders use to get ahead.

So why do so many organisations struggle to be creative?

It’s because they skip the most critical step, detailed observation and analysis.

Most people think creativity is something you’re born with. But the truth is creativity can be learned. It’s a process, not a spark of genius. And it starts with detailed observation and analysis.

Relying solely on quantitative data gives an incomplete picture. It misses the nuanced context, emotions and cultural factors that shape human behaviour and decision-making.

If you want better solutions, you need to take a step back. Focus on the observation stage to gain the depth and understanding needed to generate truly impactful ideas.

We’ve developed a six-step framework to guide teams through the creative process, from observation to breakthrough ideas.