Beakers with a pencil

Starting next week, I’ll launch the first of many posts about creativity in non-creative industries. It’s a topic that has continued to come up my whole life, and most specifically when people are first introduced to my wife. She’s a scientist, an immunologist to be more specific, and I’m a graphic designer, or creative to be less specific. More often than not people immediately ask what our conversations are like with her being left brain and me being right brain. The assumption is based on the misconception that science involves math, theory and reasoning (non-creativity), and that graphic design involves drawing, painting and brainstorming (creativity). Honestly, we’re a little of both. Designing an experiment follows the same process as designing a logo, we just use different tools and have different outcomes. In other words, we both use facts and strategy to define the problem, and we use imagination to test a solution.

I’ve had a long-standing hypothesis that everyone is creative, and we all use that creativity everyday to solve the problems in our life whether that be at work, home or anywhere in-between. To test my theory, I’ve interviewed people mainly outside the traditionally creative industries to see how they define their creativity. I’ve also interviewed a few people in creative industries as a control. An interesting trend started coming out as I conducted the interviews. People either asked, “Why would you interview me? I’m not creative. I’m just a ________,” or they would ask, “Did you pick me, because you know that I like to paint, draw or play music?”Creativity is being able to imagine while having the courage to act.

One of the main questions that I’ve asked in all of my interviews is “How do you personally define creativity?” The answers are truly amazing and more varied than I ever expected. So, I’d like to start this new series off with how I define creativity.

From day to day, I use my imagination to think of ideas and solutions for clients and myself, but if I didn’t use analytical thinking, processes and a touch of obsessive compulsive behavior then the solutions would never come to life. While I don’t deny my job is creative, I also understand that it isn’t always so. Just as my job and life are sometimes creative, I’m convinced that the same is true for all of us.

Over the course of the next year, I’ll be posting these interviews, and I encourage you to ask myself and the interviewees questions. Check back soon for the first in a series of interviews. My first guest is the wonderfully, brilliant Jeni Herberger.

Like what you see feel free to email me at and don’t forget to become a fan on Facebook. Check out the Creative Squall site to see how we’ve put imagination in action.