Six Ways To Build Creativity (And Inclusion)

Creativity isn’t just a nice-to-have—it’s essential for building businesses that are as resilient as they are inclusive. Creativity fuels innovation, helping leaders and their teams tackle problems in new ways.

Much of today’s business environment relies heavily on perceived objectivity. We depend on data to guide our decisions, often overlooking the people involved in the process. If you’ve been following this column or subscribed to our biweekly newsletter, you know that data is essential for good, inclusive decision-making. But data alone isn’t enough; we also need a people-centered approach. This is what I call a both/and mindset—thinking beyond an either/or, zero-sum game.

Shifting to a both/and mindset means a bit of unlearning and relearning. Let’s face it, many of us were raised in corporate cultures that emphasized a single “winner.” Changing that mindset takes time, patience, intention and persistence.

[Related: The Need for Psychological Safety]

On that journey, there’s one skill that’s critical to pick up as a leader, business owner or even an individual contributor: creativity.

It took me a long time to realize how much creativity goes into sound business and sales decisions. By thinking outside the box and encouraging creativity, leaders help their teams tackle challenges from fresh perspectives, drawing on a wide variety of experiences and backgrounds. This openness to new viewpoints isn’t just a cultural asset—it’s a business necessity in our sector. In the channel ecosystem, adaptability and fresh ideas are key to staying competitive.

Creativity—“the use of imagination or original ideas to create something; inventiveness”—isn’t just about artistic expression. It’s the ability to think in new ways, spark fresh ideas and make unique connections that lead to innovative solutions. Creativity comes to life in practices like collaborative brainstorming, diverse project teams, and storytelling that brings authentic perspectives to the forefront.

A creativity-centered business approach can make every perspective feel like a valuable contribution to the bigger picture. Collective creativity becomes the cultural core, helping businesses adapt quickly to change and creating spaces where every team member’s input genuinely matters and contributes to shared success. Leaders who understand this can leverage creativity to build inclusion, strengthen team dynamics and deliver impactful, customer-centered solutions.

But how can we foster creativity in business decisions? Here are six suggestions for you, the inclusive leader. Take what resonates with you and leave the rest. No need to boil the ocean when you can start with a pot.

Encourage Psychological Safety: For creativity to flourish, team members must feel free to voice unconventional or even “out-there” ideas without fear of judgment. In a psychologically safe environment, there’s no penalty for exploring new ideas or challenging the status quo, even if those ideas might seem risky at first. By reinforcing that all contributions are welcome, leaders empower their teams to innovate freely, unburdened by self-censorship or fear of failure.
Promote Cross-Functional Collaboration: Bringing people from different departments together opens the door to fresh perspectives and skill sets, allowing unique solutions to emerge. For example, when sales, marketing and technical teams collaborate, they can create more rounded, customer-focused strategies that cater to a wider range of client needs.
Model Curiosity And Openness: Leaders set the tone for creative thinking by demonstrating their own openness to change and curiosity about diverse viewpoints. By modeling a mindset of continuous learning, leaders show that they value exploration and aren’t afraid to pivot or experiment. In practice, this could mean asking thought-provoking questions, encouraging team members to share their unique insight, and embracing flexible problem-solving techniques—all of which make it clear that curiosity is both welcome and expected.
Allow Time For Reflection And Downtime: Creativity doesn’t thrive in environments of constant pressure; it needs breathing room to unfold. Allowing time for independent work, quiet reflection or even dedicated downtime can encourage fresh ideas to surface naturally.
Reward Innovation And Risk-Taking: Recognizing and celebrating creative attempts—independent of their success—reinforces that risk-taking is a valued part of the team’s culture. Rewards for creative contributions can range from simple shoutouts in meetings to more structured recognition programs.
Provide Resources For Skill-Building: Leaders who prioritize creativity offer their teams tools and resources to grow and experiment. This could be as straightforward as workshops in design thinking or courses on creative problem-solving.

Embracing creativity in business isn’t just about problem-solving; it’s about building an inclusive culture where everyone’s perspectives contribute to growth and adaptability. By fostering a both/and approach, leaders can drive innovation and create spaces that value every voice. Start small, embrace new ideas, and watch how creativity fuels a thriving, resilient team.

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