When it comes to driving a new business forward—whether by developing groundbreaking products, captivating customers, or crafting engaging content on social media—creativity is the currency of innovation. Speaking from first-hand experience, creativity has been the No.1 game-changer for giving me customer traction for my business. But where do creative ideas actually come from? Is it sheer inspiration, a structured process, or a mix of both?
The answer can be as varied as it is direct, so to keep things simple and approachable, I'll divide the sources of creativity for new entrepreneurs into five evidence-backed areas that you can refer to from time to time. My hope is that by the end of this article, you'll have a much better understanding of how to access and nurture that latent creativity in your mind, heart, and soul that up until today you may have been struggling to express.
1. Outcomes & The Power of Setting Clear Intentions
For starters, to be creative, one must be relaxed. Creativity seldom flourishes in chaos. A distracted mind, an unsettled conscience, and a restless state result in low-quality creative output. Consider it like setting your brain's GPS—clarity provides direction.
Neuroscientifically, when you set an intention, your brain activates the reticular activating system (RAS), a network of neurons that filters information and focuses your attention on relevant stimuli. So for example, if you’re brainstorming a new product idea, setting an outcome and writing it down such as "Create a product that solves X problem for Y audience" helps your mind subconsciously seek connections in conversations, articles, or even random moments of inspiration.
Practical Application:
Note the times when your brain is at its most creative—whether after a run, deep meditation, a refreshing shower, early quiet mornings, or late at night. Keep a journal handy for when ideas arise and trust me they will. This time though, plan around each thought with a clear outcome in mind. Record it. Let it serve as the anchor directing your creative flow.
2. Using Sensory Acuity to Sharpen Your Awareness
Have you ever noticed how some of the most creative breakthroughs happen when you're fully present—watching the colors of a sunset, listening to a symphony, or even observing customer behavior? We call this sensory acuity. Sensory acuity, or the ability to sharpen your perception, is essential for creativity. I'm constantly using my mind to tap into inspiration for my creativity from the environment around me. Constantly.
The brain's default mode network (DMN), which is active during rest or when the mind is wandering, plays a crucial role in this process. By paying close attention to your environment and taking in details, you build a pool of experiences that the DMN can use to link different ideas. Steve Jobs attributed a significant part of his creativity to viewing the world with a beginner's mind, and many of Apple's elegant designs were influenced by his exploration of calligraphy, nature, and minimalist Zen aesthetics.
Practical Application:
Dedicate 15 minutes daily to a sensory exercise. Watch people interact with products in a store, or immerse yourself in a new environment. And yes, keep a journal handy and record voice notes on your phone of your inspired ideas for later review—you never know what might inspire your next idea.
3. Behavioral Flexibility and Adapting to Innovate
And still on the examples of famous innovators, Einstein famously said, "We cannot solve our problems with the same thinking we used when we created them." In short, creativity demands behavioral flexibility—the willingness to experiment, adapt, and even fail.
In the brain, this is driven by neuroplasticity, the ability of neural networks to rewire themselves in response to new stimuli. Entrepreneurs who embrace trial-and-error unlock more innovative solutions compared to those who rigidly follow a single approach.
Practical Application:
Next time you're stuck, force yourself to try three alternative approaches, no matter how unconventional. The act of breaking patterns often leads to creative breakthroughs. When developing content for my social media feed I often have about 3 draft pieces of content I compare and contrast and review before settling on one, for example.
4. Rapport aka Connection that Fuels Creativity
All creative ideas don’t live in isolation. They thrive in connection—both with others and within ourselves. Know this. Understand this. Collaborative brainstorming taps into collective wisdom, while self-rapport fosters clarity and alignment.
And if you're shy or introverted you can replace face-to-face interaction with getting ideas from creative online videos and openly benchmarking your own ideas against them so as to adapt and improve your own content. This is why I am such a vocal proponent for curating one's social media feed since mediocre content followed = mediocre creativity and inversely, great content followed = great creativity.
Research shows that mirror neurons in the brain enable us to empathize and build rapport, making group ideation sessions or interacting indirectly with our fellow human beings creates a breeding ground for creative sparks. The danger of trying to be creative on your own is that should you be out of sync with yourself that day—overwhelmed or stressed—creativity will take a back seat.
Practical Application:
Build rapport in your daily interactions through open and constructive communication and trust. For self-rapport, practice mindfulness, journaling and intentionally following positive content creators to declutter your mind and create space for ideas to flow.
5. The Interplay of Thoughts, Feelings, Behaviors, and Physiology
This thing we call Creativity is not just a mental exercise; it’s a full-body experience. Your thoughts, emotions, actions, and even your biology work together to produce creative ideas.
Those who know me understand that I geek out on matters relating to the brain and am an avid proponent of NLP (Neuro Linguistic Programming) and CBT (Cognitive Behavior Theory) so pardon my sharing some ways biology technically ties into the generation of creative impulses. Here are some proven examples:
Prefrontal Cortex: Responsible for higher-order thinking and decision-making.
Dopamine Pathways: Dopamine, the "reward chemical," enhances motivation and creativity when you’re excited or curious.
Amygdala: Regulates emotional responses, which can either hinder or fuel creative thinking.
Practical Application:
Use your physiology to prime creativity. For instance, physical activity boosts dopamine levels and stimulates the prefrontal cortex. Many entrepreneurs, like Richard Branson, attribute their best ideas to exercising or changing their physical environment.
Conclusion: Creativity Is Within Reach
Creativity isn't some mystical force or magical power; it's a skill like any other that you can develop by establishing clear goals, enhancing your awareness, remaining flexible, forming connections, and exercising from time to time. It's a process that starts in your brain and grows in your life based on the habits you establish, and with the right focus and application can become as natural and effortless as breathing.
As an entrepreneur, the capacity to come up with innovative ideas is absolutely essential for elevating your business and distinguishing you from competitors offering the usual mediocre content. A creative approach will definitely attract high-quality customers and develop remarkable products that leave a lasting impression.
Side Note: If you’re ready to explore your creative potential further, I’d love to hear from you. Drop me an email HERE or connect with me directly via DM on any of my social media platforms.
Have a creative week ahead.
About the Writer
Jan Okonji is an entrepreneur, speaker, coach, and Founder of the Pan-African accelerator BGS – Business Growth Solutions.
He is passionate about helping employees transition safely into entrepreneurship whilst turning their great ideas into profitable businesses and has helped entrepreneurs collectively grow their revenue to over $ 10 Million in the course of running BGS.
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