Formal tailoring may no longer be requisite work uniform across the board and post COVID, the concept of hybrid working has become more of the norm. But in the main, our classic 9-5 working hours remains the default. Offices are structured around it, schools align with it, and most businesses expect it. But when it comes to creativity, this rigid schedule might be one of the biggest barriers to innovation.
That’s because creativity rarely operates within neatly defined hours. Think about it: when you’re in the middle of an inspired moment, the best ideas often come at the most inconvenient times - while you’re showering, out on a walk, or lying in bed just about to fall asleep. Yesterday I had creative breakthrough whilst stirring my Orzo. It was a lightbulb moment. And that’s no coincidence. Creativity thrives on freedom, fluidity, and an environment that fosters ideas to flow organically. By forcing creativity into a fixed workday with rigid rules around desk time, many businesses risk stifling its natural ebbs and flows.
Creativity doesn’t follow fixed hours and that’s because the reality is that our brains need downtime to form connections. Studies show that creativity is a product of the brain’s ability to make unexpected connections between ideas. Moreover, these connections often happen in moments of relaxation and/or when your mind is allowed to wander. When you sit down at a desk and try to ‘force’ creativity during a set time, you may not be giving your brain the freedom it needs to form these associations. Creativity is an unconscious process that requires moments of rest and non-linear thinking. For many, it’s simply not a nine-to-fiver.
While it may seem counterintuitive, distraction can help boost creativity. A sudden change of environment or a conversation can spark new ideas. Observing the world us equally so. When you have the flexibility to take breaks, go walkabout or (the Mecca), work more flexible hours, your brain may be freer to roam and generate new and unique ideas.
Not everyone’s brain is at its best at the same time of day either. Some of us feel most inspired in the afternoon, others get their best ideas before breakfast. Whichever’s the case, above all, creativity truly thrives when it doesn’t feel like a job. When you’re constantly on the clock, the pressure to be ‘on’ can drain creative energy rather than foster it.
In short, to unlock the full potential of creative minds, we must continue to embrace our new and more flexible ways of working. The traditional 9-to-5 workday is a productivity model that prioritises structure over spontaneity, but creativity demands freedom. By offering options like flexible working hours, remote work, and results-oriented goals rather than time-based tasks, we empower creative individuals to do their best work. Quality of their work - rather than the time spent – is surely what matters most?
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