Could you expand on what sort of things you are teaching them when it comes to creativity?
A few years ago some people in the company, who are gone now, believed that creativity was magic and that you are either creative or not, which to some extent is true. However, I tried to remove that aspect of creativity and magic and that there are, in fact, some processes that lead to creativity. Some people are more or less sensitive to those processes but you can teach them and that's what I’m trying to do.
So, being creative is being organised, perseverant and having a set of methods to think about when you start to work on a project. Sometimes you start working on a project and think you will add this or that because some people have asked for them, however, you always have to go back to some core questions, and that’s the core of creativity, such as “why do you do this or that, who are you developing this project for”
It’s the basic idea for all artist, like a singer who sings without intention or with the wrong intention, it will not work. Same with products, you have to define the intention and the why. Once this is defined everything becomes easier and you can start to develop a creative process on top of that. I believe that most people are creative but most of the time they need to be structured, which might sound counter-intuitive, but creativity is better when there are more constraints, for example, if you tell a producer or musician to do whatever they want, usually it will be a big pile of garbage, instead, if you give the producer some constraints such as, "I want a song with this tempo, this length, this sound and this style” the producers will now have to express his or her creativity in another, more restricted way.
That’s when people become really creative, rather than allowing them to do whatever they want. In order to be creative people needs structure and the intention behind it.
Share your thoughts in comments below, do you think Slate is better than Acustica? Is creativity born out of being organised? Let me know!