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  • Being loved, appreciated and supported.The wellbeing of constant learning and personal development.Whatever your view on Maslow we all need to learn about ourselves, what makes us tick and how we can make a difference in both our home lives and our careers.It’s part of personal development and it’s also how you build teams, by understanding your people and supporting them through both individual incentives and shared values.Unlocking creativity giving permission to yourself and others to do things differently and experiment is an important part of that journey, for individuals and companies alike.It’s how we learn, about ourselves and others, and get better.If you want to be more creative, try going back to one of the things you used to do as a toddler.That doesn’t mean you have to go around the office asking people what they had for breakfast, or about the possibility of intergalactic travel.But it does mean being more rigorous in assessing, both within yourself and with others, the things you do on a daily basis.Am I doing this because it’s the best thing, or just the thing I’m used to?Is this helping us or are we just following routine for routine’s sake?I dream things that never were and say why not’.‘Why not?’ is a fantastic proposition, because the answer requires some creativity and originality.It’s the default mindset of every successful inventor or entrepreneur, and it’s the default mindset I’d ask you to take.One great example was shared with me by Karen, who is part of our tiny Paddy’s Bathroom team.It might be something as simple as ditching or reordering a meeting.It’s why you can look at a supermarket shelf and struggle to differentiate one brand from another.There might be some small differences in presentation, and of course the products themselves can vary significantly.Yet all that good sense and track record does not mean conventions should be unchallengeable.Indeed, if we had not done so in the product development and design of Ella’s Kitchen, we would never have had anything like the success we did.With Ella’s Kitchen products, I decided to do two things differently.One was the package itself.Pouches are tactile, soft and something a baby can safely hold and play with.It can appeal not just to the parent buying the product, but also to the baby who will eventually be asked to eat it.The second was the branding.Ever since, although the range has expanded hugely, we’ve followed our gut and chosen distinctive palettes of bright colours to announce our shelf presence in stores and be instantly recognizable to our youngest consumers.Another benefit of the pouch was the space it offered to communicate, compared with a label on a jar.It left us with a product that was suddenly very different from anything else on offer.In theory, it was all upside.But when I started talking about the idea to everyone from industry people to friends and fellow parents, the feedback was mostly lukewarm.It wouldn’t work, many said, because parents wanted to see the food before they bought it.Jars were what they were used to and trusted.Though some thought it sounded cute and a bit different, I was getting a far from rapturous reception in my wholly unscientific parent surveys.Ultimately, I pressed on with the hunch and the rest is history.Pouches didn’t just provide the basis for the success of Ella’s Kitchen, they have led the rest of the market and spawned opportunities for a whole series of competitor brands.Which goes to show, conventions are nothing if not a yardstick to be challenged and improved upon.But if you are going to break the rules, you need to have a core of steel about your idea, because the first people you talk to are probably going to tell you that you’re wrong.And there are necessarily lonely moments while your hunch is tested under the glare of the market.Then, if it works, the same people who told you it wouldn’t will be the ones patting you on the back.And that is a moment worth all the fear, trepidation and potential embarrassment you will feel along the way.You need to think like a toddler to overcome those feelings and go against the grain.There is a flipside to this particular coin, however.I had to afford myself a wry smile, however, when after launch parents began to tell us that they didn’t like the packaging because they thought it looked like baby food!We listened to them, listened to our gut feelings, and changed the packaging format away from pouches.Literally, an example of being a victim of your own success!This is something toddlers and young children are masters at.When they’ve decided what they want, they focus ruthlessly on the end and not the means.They don’t mind if they end up looking silly, or if something doesn’t work.They move straight on and try something different, or ask someone else.They are not easily discouraged, as we can be as adults.An apt illustration of this is a test called the marshmallow challenge, devised by the product designer Peter Skillman.It’s a simple exercise, the only kit you require is twenty pieces of uncooked spaghetti, one marshmallow, some string and some sticky tape.Teams of four are given fifteen minutes to build the tallest possible structure that can support the weight of the marshmallow.Business students are trained to find the single right plan, right?And then they execute on it.And then what happens is, when they put the marshmallow on the top, they run out of time and what happens?There are other elements of group psychology at play here.They just start building.’ But the fundamental point of difference is between an approach which seeks to agree and execute upon a single, perfect solution and an iterative process, testing, learning and improving as you go.This capacity to iterate, to learn from things that don’t work and adapt accordingly, is fundamental to the creative process.It may be a cliché that you learn more from your failures than your successes, but it’s a good one.James Dyson famously went through over 5,000 prototypes before finally perfecting the bagless vacuum cleaner that would make his name.The risk is that we too easily get discouraged along the way.Sometimes by ourselves, but often by other people.Put yourself back in that stuffy meeting room for a moment and say you were the one brave enough to suggest something interesting.Let me just play devil’s advocate for a moment. ’‘Every day, thousands of great new ideas, concepts and plans are nipped in the bud by devil’s advocates,’ he writes.Our discomfort with failure, and sensitivity to the views of others, makes us less creatively robust than we were as toddlers.That matters, because great creative ideas are rarely, perhaps never, born as fully fledged concepts.Just as no aspiring runner takes on a marathon without the right preparation and training, no idea can be ready to compete before it has been tested, adapted and improved into something lean and fit.Indeed, they almost certainly need to be broken and put back together again to make them strong enough to succeed.If you think your first idea is the winner, you’re almost certainly very lucky or very optimistic.As I’ve already said, Ella’s Kitchen was not the first iteration of my ambition to empower kids and give them a better relationship with food.Initially, I thought frozen food could be the way to go, and went some way with that idea.After watching the progress of a brand called Babylicious, who were also trying to build a market in frozen baby food, I eventually concluded that it wasn’t feasible.Ultimately, as I think Babylicious discovered, the frozen food concept presented hurdles that, at the time, were too high for both retailers and parents.Retailers faced operational challenges around moving freezer units into the baby aisle, which most were not prepared to do.For parents, who might prepare and freeze their own food at home, I think the proposition was simply not convenient enough without the option to feed kids on the go.The changes being asked of both retailer and shopper behaviour were just too big, and eventually the Babylicious shareholders put the business into administration, and its founder effected a management buyout to continue trading, albeit with a very different product focus.As both our stories show, your first idea often won’t be your best one.Again, this is where we need to get away from the notion of creativity as flashes of pure inspiration, the bolt from the blue.Creative thinking is not about the first concept that enters your mind, but what you do with it.Creativity is as much in the execution as it is the inspiration.That is true creativity, and it is in us all.If you don’t grab them quickly, they’re usually gone for ever.’ That’s the view of the American psychologist Dr Robert Epstein.The point is, we never know when a good idea is going to strike.It could be as you’re waking up or falling asleep, when you’re in the shower, on the way to work or out for a run.In fact, it’s far more likely to happen in any of those scenarios than when you’re sitting at your desk, chewing on a pen cap or staring at a computer screen.Dopamine, the chemical released in the brain when we are stimulated, is thought to be an important catalyst for creative thinking.So, to be at your most creative, you have to get out from behind the desk.Whether you’re trying to write something, wrestle with a business problem or come up with a new concept, you’re more likely to break through the deadlock when you’re standing waiting for the kettle to boil or taking a walk around the block.Indeed, it’s not just the direct stimulus, for instance of exercise, that helps us to think creatively, but the very act of taking your mind off the task at hand.There is research suggesting the unconscious thought process that takes place while we are distracted can actively facilitate complex decisions.So, while we might often berate ourselves for an inability to stay focused during the working day, the distractions we tend to bemoan may actually be more help than hindrance.The things you find distracting could actually provide the stimulus or inspiration you need to piece an idea together, to make a mental connection or weigh up a difficult decision.Our brains don’t stop working on the problem just because we aren’t sitting at our desk sweating over it.The restrictions we place on ourselves, whether we recognize them or not, are a world away from how we lived as toddlers.We explored with all our senses and our tiny world was a place of excitement and discovery.As adults, the world has become huge, but our willingness to explore it is often greatly diminished.There might be a ‘world out there’, but many of us allow our busy lives to dictate how much time we spend on the new, the exciting and the different.Whether from necessity or choice, our horizons become narrower and our appetite for exploration lessens.As kids, what we used to read and watch was about imagined worlds pirates, witches, princesses and monsters.There was both the permission to explore the world of the imaginary, and plenty of stimulus to take forward and include in our play and games.They are a step back into a world of imagination that most of us have had to leave behind.Play, which is such an important part of our childhoods, doesn’t just cease but is actively abandoned as something for children and children alone.

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