Cultivate a culture where great ideas grow
We all admire those moments of brilliance – the game-changing idea, the elegant solution, the bold new direction that sparks momentum. But here’s the truth: those moments don’t happen in isolation. They grow out of the right environment.
Creativity isn’t just about having “creative” people on your team. It’s about creating the right conditions for anyone to think differently, speak up, and bravely build something new. That takes deliberate effort – especially in workplaces that are busy, risk-averse, or bound by “the way things have always been done”.
Let’s explore how leaders can shape a psychologically safe, empowering space where creative thinking isn’t a rare spark that goes nowhere, but a daily norm where positive impact is consistently delivered.
What does a creative workforce really need?
A creative workforce doesn’t emerge from ping pong tables or mood boards. It comes from psychological safety, emotional trust, autonomy, and a willingness to individually and collectively embrace uncertainty.
The most creative teams feel safe enough to take risks – to throw out half-baked ideas, question assumptions, and admit when something isn’t working. According to Dr. Amy Edmondson, psychological safety is “a belief that one will not be punished or humiliated for speaking up with ideas, questions, concerns, or mistakes.”
This safety is essential. Research published in The Cambridge Handbook of Creativity and Emotions shows that psychological safety is a key driver of innovation and workplace creativity. Teams that experience it are more willing to collaborate openly, challenge norms, and explore new ideas.
In other words, creativity thrives when your team feels like they belong, they matter, and they’re trusted.
How to create the conditions for workplace creativity
Here are five powerful shifts leaders can design and drive to cultivate a culture of creativity and innovation:
1. Make curiosity a team value
Encourage your people to ask questions, even when there are no clear answers. Invite diverse perspectives and reward the question, not just the solution. Curious cultures stay flexible and adapt quickly – vital traits for any creative team.
2. Give permission to fail forward
If your team is afraid to make mistakes, they’ll stick to safe ideas. Leaders who normalise (and even celebrate) intelligent failure help unlock experimentation and breakthrough thinking.
✅ Real-World Example: Pixar – Where Creativity and Candour Go Hand-in-Hand
Pixar is famous not just for its storytelling but for its creative culture. Through regular “Braintrust” meetings, creators present early versions of films and receive candid feedback in a safe, trusting environment. Mistakes and rough drafts aren’t punished – they’re seen as essential steps in the process.As co-founder Ed Catmull puts it: “We believe ideas can come from anywhere. We build teams that trust each other, so it’s safe to be honest.”
This commitment to psychological safety and honest collaboration has led to sustained innovation and a long run of beloved, high-performing films.
Tip: Start meetings by sharing a small mistake or learning. It sets the tone for openness.
3. Protect time and space to think
Creative work requires white space – mentally and literally. Consider where and how your team works. Can they step away from constant deadlines or meetings to reflect, tinker, or prototype?
4. Recognise effort, not just results
Innovative thinking takes time. It may not deliver instant outcomes. So shine a light on the creative process – acknowledge the courage, collaboration, and curiosity involved in developing a new idea.
5. Design the environment to support collaboration
Whether remote or in-person, your workspace matters. Do people have quiet zones for deep thought? Are there collaborative tools or spaces that promote idea sharing? The physical and digital environment should invite people to connect and co-create.
6. Create a culture where it’s safe to challenge up
A key part of a creative culture is the ability to question decisions—especially those coming from the top. When people feel they can’t speak up, not only is innovation stifled, but risks go unnoticed.
❌ Take Volkswagen, for example. In 2015, it was revealed that the company had installed software in diesel vehicles to cheat emissions tests. Behind this scandal was a workplace culture where engineers felt intense pressure to meet impossible targets – and feared the consequences of pushing back. Instead of proposing bold, lawful solutions, teams resorted to deception. The result? Billions in fines, criminal charges, and a massive loss of public trust.
The tragedy wasn’t just the wrongdoing – it was the lost opportunity for ethical innovation.
Leaders must foster an environment where speaking up is not just safe – it’s expected. When people are empowered to challenge, question, and explore, creativity thrives in the right direction.
Diversity drives innovation
If everyone at the table thinks the same way, you’ll keep getting the same results. A truly creative culture welcomes diversity – of thought, background, identity, and experience.
McKinsey’s research consistently shows that companies with greater ethnic and gender diversity outperform their less diverse counterparts in profitability and innovation. But it’s not just who you hire – it’s how they’re treated, nurtured and lead.
Inclusive leaders ensure that every voice is heard and valued. They don’t just allow difference – they seek it out. And that kind of leadership creates a powerful ripple effect: more voices, more ideas, and ultimately, more innovation.
Recapping… Where do you start?
Building a creative culture doesn’t require a full rebrand or a major restructure. It starts with a few small shifts:
Ask better questions.
Celebrate learning.
Model psychological safety.
Give people space to explore.
Most importantly? Keep showing up as a leader who’s willing to learn, listen, and let go of “how we’ve always done it.”
Let’s build something bold, together
If you want to unlock the creative potential of your team, we can help. At Get Mentally Fit, we support leaders to design workplaces where ideas flow freely, innovation is sustainable, and people feel energised by their work – not drained by it.
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