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creativity

In the pause: The best innovation and creative processes have constraints

A canvas is only so big, a building so tall, a stage so wide, and a novel so long. The best creative projects have limits. Someone recently told me that people who work in innovation have to be comfortable with ambiguity and nebulous situations. I completely disagree. After nearly two decades of working in product development, innovation, and creative industries I can tell you that people who have an impact through innovation have to be comfortable with working within constraints.

Now, if you’re in the rare (and quite frankly, boring, at least to me) situation of not needing to have an impact, then do whatever you want. If you have all the time, money, and energy in the world, then the sky’s the limit. This article isn’t for you. It’s for the rest of us who have to operate in reality and who care about building projects that build a better world.

When I was just out of business school, I had an amazing boss, Bob G., who taught me that constraints are gifts. Now in my writing work with my Darden professor, Ed Freeman, we’re talking about how valuable the idea of limitation is when it comes to the human imagination. Constraints don’t prevent us from being creative; they actually free us. Once we have some definition, then we can let our imaginations run wild while being confident in the fact that we’re making progress.

We might be designing a product or service for a particular group of people. With that definition to the project, we can really delve into the process of discovering what this group of people wants or needs and why. That’s some of the most interesting work we can do in innovation.

Perhaps there is a specific social issue we want to tackle – ending hunger, alleviating poverty, or advocating for equality. Those goals have very different objectives and methods. To develop the most effective programs, we have to get specific about what we want to do and have a deep understanding of how what we choose to do will make a difference.

In short, to be creative and effective, we’ve got to eliminate the unnecessary so the necessary can speak. We’ve got to dampen the noise so the message can be heard. And the best way to do that is to define our limits.

So the next time you have a project in front of you that has constraints, don’t curse them. Thank them. They are there to help you focus and give you meaning. Use them wisely.

About Christa Avampato

The short of it: Writer. Health, education, and art advocate. Theater and film producer. Visual artist. Product geek. Proud alumnae of the University of Pennsylvania (BA) and the Darden School of Business at the University of Virginia (MBA). Inspired by ancient wisdom & modern tech. Proliferator of goodness. Opener of doors. Friend to animals. Fan of creative work in all its wondrous forms. I use my business skills to create passion projects that build a better world. I’ve been called the happiest New Yorker, and I try hard to live up to that title every day. The long of it: My career has stretched across Capitol Hill, Broadway theatre, education, nonprofit fundraising, health and wellness, and Fortune 500 companies in retail, media, entertainment, technology, and financial services. I’ve been a product developer and product manager, theater manager, strategic consultant, marketer, voice over artist, , teacher, and fundraiser. I use my business and storytelling to support and sustain passion projects that build a better world. In every experience, I’ve used my sense of and respect for elegant design to develop meaningful products, services, programs, and events. While building a business career, I also built a strong portfolio as a journalist, novelist, freelance writer, interviewer, presenter, and public speaker. My writing has appeared in The Washington Post, The Huffington Post, PBS.org, Boston.com, Royal Media Partners publications, and The Motley Fool on a wide range of topics including business, technology, science, health, education, culture, and lifestyle. I have also been an invited speaker at SXSW, Teach for America, Avon headquarters, Games for Change, NYU, Columbia University, Hunter College, and the Alzheimer’s Foundation of America. The first book in my young adult book series, Emerson Page and Where the Light Enters, was acquired by a publisher and launched in November 2017. I’m currently working on the second book in the series. A recovering multi-tasker, I’m equally at home in front of my Mac, on my yoga mat, walking my rescue dog, Phineas, traveling with a purpose, or practicing the high-art of people watching. I also cut up small bits of paper and put them back together as a collage artist. My company: I’m bringing together all of my business and creative career paths as the Founder of Double or Nothing Media: • I craft products, programs, and projects that make a difference; • I build the business plans that make what I craft financially sustainable; • I tell the stories that matter about the people, places, and products that inspire me. Follow my adventures on Twitter at https://twitter.com/christanyc and Instagram at https://instagram.com/christarosenyc.

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