What If the Reason You're Not Innovating... Is Because You're Too Creative?
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The other day, I put out a post on LinkedIn asking the question:
What if the reason you're not innovating… is because you're too creative?
The title of this article.
And the feedback I received? Let's just say it sparked a reaction. Some agreed. Many pushed back. A few called it provocative. And at least one person suggested I'd completely lost the plot.
Which, in my view, meant it was worth writing.
When Creativity Becomes a Crutch
We usually blame a lack of innovation on a lack of imagination. Not enough ideas. Not enough risk-taking. Not enough brainstorming.
But here's the uncomfortable truth... Some of the most creative teams I've worked with are also the slowest to innovate.
They're brilliant at coming up with new ideas. But brutally painful at finishing them.
Why? Because they fall in love with novelty. Because they keep chasing new sparks. Because they confuse creative energy with strategic momentum.
The Infinite Loop of Ideation
I recently worked with a team that generated over 150 ideas in 2 months. They had workshops, whiteboards, canvases, AI prototypes, and more. But ask them which idea they were taking to market? Silence.
Everyone had a favourite. No one had a plan.
They weren't short on creativity. They were addicted to it.
Related: Are You Alert to Good Ideas?
Creativity Without Constraints = Chaos
I have said this before. Innovation needs boundaries. Deadlines. Filters. Decision gates. Prioritisation.
If you have 100 ideas and no filter, you get chaos. If you have 3 ideas and a clear goal, you get progress.
That doesn't mean creativity is the problem. But too much of it, without direction, absolutely is.
What Great Innovators Do Differently
The best innovation leaders I know are ruthless about two things:
- Focus - They don't chase 20 ideas. They commit to one.
- Constraints - They give creativity a job, a brief, and a deadline.
Because they know…
- The best idea is useless if you don't execute.
- The most creative team is powerless without clarity.
- The fastest way to kill momentum is to keep exploring.
They understand that creativity is fuel. But innovation is fire. And fire needs direction.
My Final Thought
If your team has no shortage of ideas, but nothing to show for it... If your brainstorms feel electric, but your pipeline is empty... If your decks are stunning, but your product roadmap keeps changing...
Maybe the problem isn't execution. Maybe it's that your creativity has no constraint.
And that might be the very thing holding you back.
This was originally published by Anthony J James on LinkedIn.
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Leadership
Tags: Creativity, Business Model
Anthony J James is the CEO of Innovation & Growth at Trinity Consulting, a global marketing strategy, innovation, and business transformation agency. He works with brands aiming to scale revenue and market share across international markets.
With over 25 years of experience in digital innovation, Anthony has worked across marketing agencies, technology firms, start-ups, and top-tier management consultancies—helping organizations navigate change and unlock growth through strategic transformation.
