CLARITY BEFORE CREATIVITY

Few in business would argue with the need for creativity. It drives innovation. It helps us out-think the competition. It wins.

But we often imagine creativity as spontaneous — a flash of genius from nowhere. As if it arrives fully formed, uninvited, onto a blank page.

The blank page looks like freedom. But more often, it brings paralysis. What actually unlocks creativity is clarity — knowing the shape of the challenge before we try to solve it. That means a well-framed problem, a clearly understood audience, and a shared sense of what matters.

Clarity sets the boundaries within which ideas can thrive. That’s what good design offers. Not just outputs — but direction. The early work of design — listening, mapping, questioning — isn’t a delay. It’s the foundation.