We all know that creativity is a key ingredient for successful work in the Sustainability / CSR field. I believe that, next to the arts and media sector, the CSR / Sustainability is the sector benefiting most from creative practitioners.
But creativity is also not something you can just “turn on” and the lack of creative thinking can be a very frustrating element of any CSR / Sustainability project. This is the point where this interesting article I came across several days ago comes into play. This article from Nature.com refers to an interesting study conducted by Benjamin Baird and Jonathan Schooler, both psychologists at the University of California, Santa Barbara. Here is the link to the article: Why great ideas come when you aren’t trying
“Zoning out” can be the key to your creativity
The study suggests that taking a break does not bring on inspiration but that creativity is actually fuelled by letting your mind wonder when on important tasks.
This is what the author of the post goes on to conclude: “Baird’s work shows that allowing the brain to enter this state when it is considering complex problems can have real benefits. Zoning out may have aided humans when survival depended on creative solutions.”
So why not take a break and think and do totally different things when you want to be creative. You might surprise yourself how good this works.