7 PROVEN WAYS TO UNLEASH YOUR TEAM'S CREATIVITY

Creativity fuels the most impactful brand experiences. But nurturing it in yourself and your team takes intention and the right approach. Here is what Jimmy Knowles, Global Head of Experiential at Canva, knows about unlocking everyday creativity and turning it into brand-defining work.  

1. Make Risk-Taking Safe  

Knowles got his start in theater, and that background shaped everything. Creativity thrives when people feel safe enough to bring the weird idea to the table. Build brainstorming sessions that are genuinely judgment-free. The unconventional pitch is often the one that breaks through.  

2. Trust Your Team and Then Let Them Run  

Micromanaging kills momentum. Give your team the autonomy to experiment, execute, and own their ideas. When people feel trusted, they stop playing it safe and start doing their best work. 

3. Protect Space for Creative Thinking  

Day-to-day operations have a way of crowding out the time you actually need to think. Build routines that carve out space for collaboration and creative exploration. Cut the approval rounds that slow ideas down before they ever get a chance.

4. Anchor Everything to a Clear Purpose

Great creativity is never random. Knowles recommends rooting every campaign in a clear core intent, a real answer to why this work matters. That purpose should show up everywhere, from the big campaign concept down to the smallest touchpoint.

5. Use AI as a Starting Point

AI is a tool, not a replacement. Use it to generate prompts, explore new angles, and get unstuck. Then let human taste and brand instinct take it from there. The brands that win with AI are the ones using it to spark ideas, not to replace the people who have them.

6. Celebrate What You Learned, Not Just What Worked

A culture that only celebrates wins stops taking risks. Reframe failures as data. Share the stories where a bold swing led to a surprising insight or an unexpected result. That mindset keeps teams moving forward.

7. Make Collaboration a Habit

The best ideas rarely come from one corner of the room. Bring in diverse perspectives across functions, backgrounds, and skill sets. Keep communication open and make space after every campaign to talk about what you would do differently.

Creativity is a real business driver. It sparks innovation, sets brands apart, and builds genuine connection with audiences. And for B2B brands especially, there is no rule that says it has to be boring. When you invest in building a creative culture, you stop producing campaigns and start producing experiences people actually remember.