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Most conversations about creativity tend to focus on individuals. We talk about creative talent. Creative confidence, creative techniques, brainstorming methods, innovation workshops… The underlying assumption is usually the same: If we want more creative outcomes, we need more creative people.
After reading The Fifth Discipline by Peter Senge, I'm not so sure.
Read moreI've been in a number of meetings about the future. Visioning sessions, innovation workshops, blue-sky brainstorming…the kind of meetings where someone eventually says: "Let's assume there are no constraints."
Which is usually how you know there are quite a few constraints.
Read moreThere’s a moment where I know an “innovative” project isn’t going to make it.
The work is thoughtful. Ambitious. Sometimes even a little uncomfortable—in a good way. It pushes on how things currently work. It asks users (and the system) to do something different. It feels like innovation.
And then someone asks:
“So… when can we deliver this?”
Read moreAI didn’t change what I do. It changed how I get there.
It’s not the work. It’s part of the work. And the real value isn’t in what it produces—it’s in how you use it to think, react, and decide what’s actually worth keeping.
Read more© 2026 VICTORIA CAMPBELL