We work with so many creative people in our industry and each one is unique in their very own way. Content creators, creative directors. You name it, we’ve worked alongside them to help make the best UGC campaigns possible. We’ve always been under the impression that you are either creative or you’re just not but apparently, and surprising, this is not the case. There are four different types of creativity, according to neuroscienctists. Did you know this? That means we’re all creatives in one way or another. The four ways of creativity are deliberate & cognitive, deliberate & emotional, spontaneous & cognitive and spontaneous & emotional. Let’s dive in to each type.
1. Deliberate & Cognitive: This comes from the prefrontal cortex of the brain tasked with focused attention and forming connections between information. This type of creativity is associated with a scientist. It requires a lot research, investigation and problem-solving as well as a lot of time and knowledge.
2. Deliberate & Emotional: This style of creativity requires quiet time and has to do with those “ah-ha” moments. It is influenced by our emotions and those with this creative style tend to be logical/rational as well as emotional. Located in the amygdala and cingulate cortex, these moments happen someone suddenly thinks of a solution working on a problem in a particular emotional state.
3. Spontaneous & Cognitive: Taking place in the basal ganglia of the brain, this type in unconscious by doing an unrelated activity. “Eureka Moments” type of creativity. Your unconscious mind took over and solved the problem for you. We’ve all had this happen when we’re doing something mundane like the dishes when a big answer just comes to you out of the blue for something else.
4. Spontaneous & Emotional: This type of creativity is associated with musicians and artists and comes primarily from the amygdala that deals solely with emotions. These moments occur when the prefrontal brain is just chilling. Some call these the “epiphany” moments, where rare discoveries take place. This is a style that cannot be worked on. This is the creativity we think of when we think of being creative. The, “you either have it or you don’t” kind. We all have it but some just more than others.
What’s interesting is that most of us are dominant in one type of creativity but not limited to it. Someone can be an engineer as well as a writer. Creativity is more important in business than one might think. If you understand what creative strengths you bring to the table for your current or future employers you will be more confident and know what roles suit you best. When it comes to hiring, the opposite can be said. You need to know what type of creative style you’re looking for each role you are trying to fill. You want the right type creative people working for your brand in the right roles. So ,it’s key that you understand which type creative individuals you are looking for.
