Creativity is the driving force behind my work as a designer and plays a crucial role in shaping my daily practice. Ever since my design studies, I have been intrigued by the question of what creativity really is and how it works.

While creativity is a complex concept, and much remains to be learned about it, I’ve come to a fundamental realization: creativity is not a magical talent reserved for a select few, allowing them to pull ideas out of thin air. Rather, creativity is a skill that anyone can develop—the ability to combine existing elements in new ways, finding connections between seemingly unrelated things to create something "new."

These connections are considered original, even though they are built on what already exists. Creativity is about producing the unexpected—seeing familiar things in a fresh light. Those who are first to spot these connections are often regarded as particularly innovative. The more unusual the combination, the more creative the idea seems. This understanding relieves the pressure of the creative process; it's not about inventing something entirely new from scratch, which is nearly impossible. Instead, creativity is about rearranging familiar ideas and concepts in novel ways.

The key question is: how can we apply this understanding in practice? History offers us examples like Leonardo da Vinci, often referred to as a “Renaissance man,” who stood out not because he mastered one discipline but because he excelled in many. He wasn’t just a master painter but also a scientist, inventor, and sculptor. His curiosity drove him to explore fields such as zoology, geology, botany, physics, and aeronautics, to name a few. His groundbreaking ideas arose from blending insights across these diverse disciplines, rather than focusing narrowly on specialization. Da Vinci’s brilliance lay in his ability to combine knowledge from different fields, thriving in a creative environment where strengthening one skill naturally enriched others.

Creativity arises when, like Renaissance thinkers, we expand our curiosity and knowledge across multiple domains, generating unexpectedly new and profound ideas. To foster these creative connections, we must deliberately seek out ideas from different fields, creating more touchpoints for inspiration. It means looking beyond our own discipline to avoid becoming trapped in familiar thought patterns. The broader the range of ideas we gather, and the more effort we invest, the more original the outcome. By being open to the unknown and stepping outside our comfort zones, we can generate more of these connections. In a world brimming with ideas and possibilities, an open mind is the key to fresh inspiration and creative breakthroughs.

Thoughts on Creativity

For a long time, I experienced my creative processes as restrictive, overly cautious and rarely felt ready to truly push the boundaries of what was possible. The playful ease I felt as a child — building with LEGO blocks or bringing vibrant fantasy worlds to life on paper — seemed to slip away gradually as I grew older. Although I work in a creative field and would describe myself as fairly creative, I increasingly noticed that the spontaneous, playful thinking of my childhood was fading further into the background.

This led me to explore more deeply how we might reclaim this sense of playfulness and why doing so is so crucial. After reading countless articles and books, after much reflection and connecting many ideas, I realized this topic is still brimming with unexplored possibilities. Here, I’d like to share the insights I’ve gathered so far on this journey.

### **Child's Play**

These questions lead us to the best example we have: children and their uninhibited play. Children learn through play — naturally, intuitively and without fear of mistakes. A child fully absorbed in building a treehouse, transforming old cardboard boxes into a castle or inventing something entirely new experiences joy, curiosity and an effortless acceptance of risk. In these moments, they create worlds from the simplest materials, letting their imagination guide them. They explore freely, led by their own interests, and in this natural "flow" state, they absorb knowledge and skills that stay with them in a deep, lasting way.

The open and fearless way children engage with ideas reminds us of the value in letting go of perfectionism. Watching them play, we see that they don’t worry about how something “should” be done; they simply dive in, experiment and find pleasure in discovery. This unguarded approach to creativity has much to teach us.

### **Adulthood**

This natural mindset in children is a powerful tool, often set aside as adult life grows more structured and goals more defined. Many of us have forgotten the spontaneous creativity that once led us to build kingdoms from old boxes or invent games out of thin air. In adulthood, this sense of play is often overshadowed by the responsibilities and routines of daily life. The demands of career, family and societal expectations dominate our priorities, leaving little room for unstructured exploration. Play is quickly labeled as “unproductive” or “a waste of time” and dismissed as the “work of children,” further deepening the divide between play and seriousness.

This perspective begins early, rooted in what Sir Ken Robinson — a global authority on creativity, education and human potential — describes as the “fast-food model” of education. Here, standardized processes and a relentless focus on efficiency and productivity suffocate creativity. These values, inherited from the Industrial Revolution, continue to shape many educational institutions and modern workplaces. Strict frameworks and standardized outcomes are prioritized over free, playful approaches that encourage creative thinking. As Robinson emphasizes, these rigid systems not only stifle creativity in schools but condition us to approach work with the same rigidity.

Adults are expected to work in structured, goal-oriented ways, leaving little room for experimentation or spontaneity. As a result, many lose touch with the joy and creative spark that play once provided. Yet Roald Dahl, the beloved British author, reminds us: “A little nonsense now and then is cherished by the wisest men.” It is precisely this spark of lightness — the ability to let go and play — that offers incredible benefits for both our work and our lives.

### **The Value**

The sense of play may seem like a childhood relic, but its importance extends far beyond our early years. It is more than a pastime — it’s a fundamental part of our growth, learning and well-being. As Dr. Stuart Brown, founder of the National Institute for Play, explains, play promotes “brain plasticity, adaptability and creativity.” It’s a natural way to relieve stress, spark new ideas and approach challenges with fresh perspectives. Studies have shown that play enhances executive functions like planning, prioritizing and problem-solving — skills essential not just for children but for adults navigating complex personal and professional lives.

Historically, play has been at the heart of many groundbreaking discoveries. Albert Einstein credited his ability to imagine and experiment freely as essential to his success, referring to playful, combinatorial thinking as central to his work. Similarly, great minds like Isaac Newton and Watson and Crick approached their scientific breakthroughs with curiosity and an openness to unconventional ideas. Even in the animal kingdom, play proves to be a critical survival tool. Grizzly bears that engage in playful behavior are more adaptable and better equipped to navigate their unpredictable environments. Humans, too, thrive when we allow ourselves to explore, experiment and take risks in a safe, imaginative space.

### **Practical Steps**

Play, while instinctive in childhood, often feels elusive as adults. Yet, as we've seen, its value is undeniable. The question then becomes: how can we reintroduce this sense of playfulness into our everyday lives? The answer lies in embracing methods that allow us to think freely, break away from routine and rediscover the joy of experimentation.

One way to foster a playful mindset is to create an environment where ideas can flow without judgment. In a previous agency, we used a method during brainstorming sessions where ideas were voiced openly, free from raised eyebrows, critical remarks or even subtle signs of disapproval. This "no judgment zone" encouraged everyone to think out loud, and only after the initial phase did we switch gears to analyze and evaluate the ideas. This deliberate separation between uninhibited play and critical thinking often led to surprising and fresh results.

Sometimes, the simplest shift can reignite creativity. When stuck in a creative rut, stepping away from familiar tools and trying something new can unlock unexpected insights. Picking up a pencil instead of a tablet or using materials like clay or paper fosters a beginner’s mindset, where mistakes are opportunities and serendipity often leads to breakthroughs.

Our surroundings also play a significant role. Companies like IDEO, Google and Pixar understand the value of spaces that inspire playfulness. Whether it’s holding meetings in a quirky VW bus or decorating offices with toys and whimsical designs, these environments remind us to think beyond conventional limits. Even small personal touches — like a playful desk toy or a colorful poster — can shift the mood and spark creativity.

At its core, play is about experimentation without the fear of failure. A former mentor once suggested a simple but effective exercise: exaggerate everything in the early project phases. Whether working on a design, a website or a brand concept, deliberately make elements too large — oversized text, images or margins. This seemingly ridiculous approach breaks perfectionism early in the process and leaves room for bold ideas to emerge.

Embracing unexpected combinations is another key to unlocking a playful state of mind. Albert Einstein famously spoke about the value of "combinatorial play" — the act of merging unrelated ideas to create something new. This approach invites us to ask questions like, “What happens if I combine these two elements?” or “How else could this work?” By experimenting with unusual pairings or blending concepts from different fields, we expand our thinking and discover surprising synergies. This principle not only sparks new ideas but also trains the mind to approach challenges with curiosity and flexibility.

Interestingly, constraints can also fuel creativity. Limited time, resources or materials force us to think differently. Some of my best work was born from the need to make do with what was available, transforming restrictions into playful opportunities for problem-solving.

And then there’s the world around us. Inspiration often hides in plain sight if we learn to see it. Frederick Buechner once described art as the ability to perceive the world as more mysterious than it first appears. Rediscover the magic in ordinary things — a shadow, a texture or a splash of color — and let these moments reawaken a sense of wonder.

The key is to start small. Play is a muscle that grows stronger with use. Introduce playful habits into your day, whether it’s doodling absentmindedly, exploring new combinations in cooking or simply daydreaming. These small acts build our capacity to think freely, take risks and reconnect with the parts of ourselves that are curious, fearless and boundlessly creative.

Play is not defined by any single activity. Its true power lies in its essence — a mindset of freedom, curiosity and exploration. It invites us to rethink the boundaries we set for ourselves, but before we can fully appreciate its transformative potential, we must first understand what play truly is.

### **Understanding Its Core**

At its heart, play is a voluntary, intrinsically motivated activity pursued for its own sake, free from external rewards or rigid objectives. The joy lies in the act itself, allowing us to fully immerse in the present moment — free from judgment, pressure or self-consciousness — guided purely by curiosity and imagination. It creates a state of deep focus and flow, where time and self seem to fade away.

Play thrives in freedom. There are no conditions, no right or wrong, no productivity goals. It opens up space for exploration, improvisation and experimentation, often accompanied by a touch of uncertainty or risk but without real threat. It’s not about what we do but how we approach it — with openness, focus and the courage to let go of constraints.

Play also balances structure and spontaneity. While some forms of play involve rules, these serve as creative boundaries rather than limitations, offering a framework where discipline and freedom coexist. This unique balance fosters experimentation, learning through trial and error and embracing possibilities without fear of failure.

Ultimately, play reconnects us with wonder. It transforms the ordinary into the extraordinary, inviting us to see life with fresh eyes. Far from being limited to specific activities or outcomes, play is an approach — a state of openness that nurtures creativity, joy and growth.

### **Closing Thoughts**

Creative work, of course, is a serious endeavor: we draw from inspiration, bring ideas into the world and hope to address real challenges or raise meaningful questions. Yet creative work is also a form of play — and it should remain so. Our challenge as creatives lies in finding this balance: to work with dedication and seriousness yet stay open and free like a child at play.

Rediscovering play doesn’t mean turning back time to become a child again. Instead, it’s about moving forward with an attitude that embraces freedom, curiosity and a willingness to experiment. It’s about rekindling the joy of exploration, embracing the power of imperfection and rediscovering the creativity that spontaneity can bring.

Play shows us that growth doesn’t have to be rigid, that breakthroughs often come when we let go of control and that the best ideas emerge when we are bold enough to take risks without fear of the outcome. By integrating play into our lives and work, we foster a deeper connection to our creative potential — and invite more joy into the process.

Words on Play

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Marco Koenig

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