Apathy is the enemy of creativity. As the summer season kicks in it is all too easy to find ourselves on autopilot. Whether boiling our brains on the Northern Line, or navigating the mental gymnastics of summer childcare logistics, summer can be a difficult time to maintain momentum. For creativity and curiosity to thrive we need rest and inspiration. Be it recommending a book, a breathing method or developing a craft, this summer BITE is asking leaders to share how they are making the space to nurture their creativity and find their pace.

Simon Long, Global Executive Creative Director at IMA, on how quiet time is conducive to creative thinking.

The world’s quietest room is in Redmond, Washington. It blocks out all noise. It’s an anechoic chamber, meaning that when you clap your hands, it creates no echo. It’s completely silent. Or is it?

The experience within the chamber can be so unsettling that many people ask to leave within seconds. The complete lack of outer noise causes a flurry of inner noise. Turns out the world’s most silent room isn’t so quiet after all. 

In an industry that often equates noise and busyness with productivity and creativity, the notion that silence is essential for fostering creativity might seem counterproductive. Yet quietude can have a profound impact of the creative mind and process. It’s not merely beneficial, but necessary for deep creative work. 

Creativity is not about churning out high volumes of work but producing quality, meaningful connections. Breaks in schedules can contribute to the depth and richness of creative stimulation and productivity. 

Much like now. The Summer months. A traditionally quieter time in the industry’s calendar. However, this is the perfect time for quieter schedules not to be filled with things that are detrimental to creativity but filled with things that further stimulate thinking. 

We should be encouraging creatives to embrace these quieter times. 

Boredom is one of the biggest creative forces. If you ask people to do less, or nothing, to the point when they get bored, then they become creative and start thinking of novel and productive ways to stimulate.

The cure for boredom? Curiosity. Our industry depends on being curious. Letting minds wander without the usual day-to-day distractions can be a useful way to alleviate stress and solve problems, boosting productivity and creativity in the process.

So, what can we do to help creatives make the most of downtime? 

• Consider ending team meetings 15 minutes early, encouraging the team to do nothing.
• Block out ‘free thought time’ on calendars - this is surprisingly liberating.
• Revisit old ideas that may not have made the cut - with no time restraints. 
• Experiment with new creative techniques or mediums that step away from comfort zones. 
• Pursue passion projects that have been side-lined during busier periods.
• Engage in mundane activities - a great way of letting thoughts flow freely.

There is an upside to embracing the summer downtime. As an industry, we shouldn’t see it as a problem, rather an opportunity. Quieter times can help enhance creativity. Quiet moments can spark the best ideas. When it’s quieter, your mind can wander and dream up all sorts. 

Utilising this time, doesn’t just capitalise on creative potential, but boosts creative careers. So, the next quiet period, rather than seeing it as a negative, embrace it. Those who do could just be the undiscovered genius behind the next big campaign, app, book, film or artistic masterpiece.