Every day, we are surrounded by the remarkable outcomes of human creativity—from generative AI and 3D-printed homes to immersive art installations and portable MRI scanners. Breakthroughs in science, art, business, and design all begin similarly: with creative ideas, nurtured by people and their emotions.
In her new book, The Creativity Choice: The Science of Making Decisions to Turn Ideas into Action, Yale senior researcher Dr. Zorana Ivcevic Pringle reveals that creativity is not about innate talent—it is about the choices we make to bring ideas to life.
How do we succeed at creativity?
Creativity requires intellectual risk—the courage to face failure while learning something new. Emotions influence every part of the creative process from start to completion.
Creativity depends on how well we understand and manage our feelings.
Even the idea-generating stage can lead to uncertainty, anxiety, frustration, and other uncomfortable emotions. Instead of seeing these feelings as obstacles, we can consider them essential elements of doing something original. Because creativity involves emotional complexity, moving an idea forward often takes time, patience, and the ability to manage a wide range of internal experiences.
The paths to creativity are as numerous and unique as the people who embark upon them.”
Zorana Ivcevic Pringle
Igniting the Creative Process
The book The Creativity Choice explores how to make decisions that turn ideas into action. It examines what helps and what hinders the creative mind at work.
It covers many professions, including artists, scientists, educators, business leaders, and students. No matter our role, we can use practical strategies to stay motivated. These strategies are critical in helping us move ideas forward in the creative process. Here are several highlights.
Use Emotions as Data
Emotions are valuable signals. Frustration might point to a problem to solve; curiosity may signal a need for more information. Even discomfort can be a sign that we're tackling something worthwhile. Rather than avoiding these feelings, we can learn to listen and let them advise our next move.
Match Mood to Task
Different emotions support different types of thinking. Brainstorming is great when we feel energized. When we have low energy and feel unpleasant, we can consider editing or looking for errors in our work. Aligning how we feel with what we are doing can make creative work more effective and enjoyable.
Name Feelings Clearly
Explicitly describing how we feel as creative people builds self-awareness and supports better decision-making. Vague feelings labeled in vague terms like “not great” or "fine" do not provide enough information to act on. The more specific our emotional language (“overwhelmed,” “inspired,” or “irritated”), the more effectively we can use a regulation strategy that helps us continue creating.
Are we doing creativity correctly?
Those of us who are perfectionists may be searching for a scientific breakthrough in the failsafe stages of the creative process. According to Ivcevic Pringle, “The paths to creativity are as numerous and unique as the people who embark upon them.”
Having all the steps figured out does not guarantee success. The most crucial strategy is to take unique processes and listen to our emotions one step at a time.
The Creativity Choice: The Science of Making Decisions to Turn Ideas into Action, by Zorana Ivcevic Pringle, Ph.D., is available for purchase.