“Wait—you want an idea now? As in, this very second? Uh… levitating unicycles? Monster segways? No, this is impossible. I’m just not the creative type!”

If you’ve ever had a moment like this, you’re in good company. In my work, I bounce from brainstorm to brainstorm, and I’m still amazed by how many smart, capable people truly believe they were born without the “creativity gene.” It’s almost as if creativity is some magical superpower a lucky few inherit while the rest of us stand on the sidelines.

And honestly? I get why that belief sticks.

Most of us were taught, starting in early school, that there’s a “right way” to do things. Color inside the lines. Follow the formula. Don’t question the method. By the time we’re adults, creative thinking feels like a risky performance—something we’re expected to produce on cue, even when the pressure makes our brains freeze. If that were my only experience of brainstorming, I’d probably avoid it too.

But here’s what I’ve learned over years of working with teams:
Creativity isn’t a rare talent. It’s a human capacity—and everyone has more of it than they think.
Some people may practice it more often, just like some folks run more miles or play more music. But with the right environment, anyone can generate original ideas, spark innovation, and contribute meaningful creative insights.

This becomes especially obvious during group brainstorming sessions. When the conditions are right, the “non-creative” person often surprises everyone—including themselves.

So how do we create those conditions?
Here are three simple but powerful ways to help creativity show up more naturally, whether you’re brainstorming solo or with a team.

  1. Create a Space Where Ideas Feel Safe

Let’s get this out of the way: yes, some ideas really are bad. But you don’t have to point that out in the moment—and you definitely don’t have to shame the person who voiced it.

A safe environment isn’t about pretending everything is brilliant. It’s about giving ideas enough breathing room to evolve. Today’s oddball suggestion might be the spark that leads someone else to a breakthrough tomorrow. The trick is setting ground rules that ban the classic “Well that’ll never work” reflex.

Creativity thrives when nobody feels like they’re one comment away from embarrassment. When the room feels safe, even quiet people start sharing. And that’s when innovation truly begins.

  1. Hold Off on Judging—At Least for a Little While

One of the biggest creativity-killers is evaluating ideas too early. If the prompt is too narrow or overly specific, people subconsciously limit themselves to the “expected” answer.

Instead, start broad. Give the group space to wander—yes, even into weird or impractical territory. The divergence phase is where unexpected connections appear, and those are the connections that fuel true creative thinking.

Think of it this way:
If you only allow the group to color inside the lines, don’t be surprised when the results look familiar.

Creativity needs a moment of freedom before it’s ready to be refined.

  1. Build on Each Other’s Ideas—Even the Imperfect Ones

Creativity isn’t a solo sport; it’s more like improvisation. Someone shares a thought, and instead of shutting it down, you pull on the thread:
What’s interesting about this? What part of it has potential? What if we flipped it, stretched it, or mixed it with something else?

You don’t need to love the whole idea. Sometimes all you need is one curious detail—a word, a shape, a surprising angle—to turn it into something completely new.

And here’s a secret far too many people overlook:
An idea doesn’t have to be 100% original to count as creative. Even 1% new is enough.

A tiny twist can lead to a powerful innovation.

So borrow inspiration. Remix what already exists. Let yourself play. Creativity becomes a lot more fun—and a lot more accessible—when you stop expecting every idea to be a masterpiece.

Final Thought: You’re More Creative Than You Think

Creativity isn’t a mysterious gift reserved for a chosen few. It’s a skill—one that expands when you give it room, patience, and a little gentleness. If you let yourself experiment, follow curiosity, and stay open to imperfect beginnings, you’ll be amazed at how quickly your creative confidence grows. And when teams adopt this mindset, brainstorming becomes less about pressure and more about discovery. So the next time someone asks you for an idea “right now,” take a breath. Forget the monster segways. Let your mind wander.

You might surprise yourself.