Creativity: the ‘unfair advantage’ business leaders think they don’t have

Creativity is often treated like a rare gift in business – something a few people have and everyone else wishes they did. But when leaders decide they ‘aren’t creative’, they shut the door on the fresh thinking which drives better marketing, stronger teams and smarter strategy.

Yet the truth is far more empowering – creativity isn’t a fixed trait – it’s a practice, a mindset and even a muscle which gets stronger the more it’s used. Three experts from the world of business set the record straight for business owners who think the creative touch is out of reach.

Rory Sutherland – creativity starts where logic stops

The vice chairman of Ogilvy and a leading voice in behavioural science challenges the limits of purely rational thinking.

“From a behavioural perspective, relying solely on logic leads to predictable thinking – and predictable business results. Creativity is simply the courage to ask a different question. Innovation often begins when we pause the logical autopilot, reframe the challenge or question a long-held belief.”

Rory’s approach to creativity encourages business leaders to value ideas which may seem unconditional – because often, it’s these ‘illogical’ solutions that can unlock the biggest business opportunities.

Penny Power OBE – creativity grows through connection

Penny Power OBE, community-building pioneer and business author, advocates for connection as the true fuel for original thinking.

“Creativity doesn’t come from sitting alone – it comes from connection, not isolation. It’s born from an us, not me, mentality. Psychological safety, trust and collaborative problem-solving all expand the creative capacity of teams.”

Penny’s emphasis on human connection resonates even more in a hybrid-working world, where intentional collaboration can spark the most powerful ideas.

Brad Sugars – creativity is a discipline, not a gift

Brad Sugars, global entrepreneur and founder of business coaching franchise ActionCOACH, takes a practical and actionable view of creativity.

“Creativity is a skill leaders can build through habits and environment. Trust me, anyone can be creative, if they create the space for it. Curiosity, reflection time and better questions turn creativity from a mysterious talent into a dependable business tool.”

For Brad, this isn’t just a theory. It’s the foundation of how thousands of ActionCOACH clients reframe the challenges they face and scale their businesses using structured creativity – no matter their background.

Together, these voices show creativity isn’t rare, or something unattainable – it’s accessible to every business leader willing to cultivate it. Whether you’re leading a team of two or two hundred, creativity can be your competitive edge – if you choose to claim it.

For more information about ActionCoach and their franchise opportunities, visit their profile.