I recently had the privilege of spending a couple days with a bunch of folks who have seldom been tasked with “creative” responsibilities in their business context. The goal of our meeting was to launch a corporate innovation lab, and they had each been chosen due to their wealth of experience in the bowels of the business’ operations. I could tell they felt a weight of responsibility, and it was a delight to disabuse them of a common misconception.

Most folks assume the goal of a brainstorm is to “be creative,” and thus perceive it to be a high stakes endeavor. As soon as we think the group is depending upon us for some kind of creative suggestion, we naturally clam up. After all, what if I blow my cover and it becomes apparent that I shouldn’t have been invited to this team?

In tense situations like this, I find it helpful to remember that “creative” is often a collective outcome, not just an individual act. “Creative” is something we should seek to be together, not try to be individually. But the real surprising part is how collective creativity is achieved: it’s achieved by a non-judgmental group safe and brave enough to “be obvious.” It’s totally counter-intuitive, but no individual bears the responsibility to “be creative.” Everyone just needs to be themselves, listen to others supportively, and build constructively.

Among a diverse group of collaborators, others’ “obvious” (to them) contributions appear wildly creative from my perspective; and likewise, what seems obvious to me is often wildly creative to others. This realization holds the secret to group creativity: be yourself. Worry less about trying to be the creative one, and more about how you can unlock the contributions of others. So as my friend and legendary improviser Dan Klein often says, “Dare to be obvious!”

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