We don’t intend to venture into philosophy, but time is limited, and with that in mind, the best thing we can do is make the most of it. That’s what productivity is about: whatever you do, aim for maximum productivity. Even when you’re doing nothing, try to make it as beneficial as possible. Because doing nothing from time to time is also important—whatever it is, let it bring you the greatest value.

At work, productivity is the ability of a system to produce with limited resources; maximizing it is a fundamental principle. It’s the basis for profitability in a company. But productivity doesn’t necessarily mean working more—it means working better. That’s why it’s important to think differently and seek new ways of doing things. And this is where the other key concept of this reflection comes in: creativity.

Is Creativity at Odds with Productivity?

Let’s clear the doubt right away: creativity is not at odds with productivity. However, not everyone thinks that way.

For a long time, creativity has been considered a gift—something special that only certain people have, allowing them to approach tasks from a new and different perspective. And it’s true that some people are more predisposed to it; but it’s important to know that creativity can be learned and trained. That means that someone developing their creativity is not wasting their time. Perhaps their productivity suffers at first, but in the long term, they will benefit greatly from that training.

At worst, creativity is seen as a kind of necessary evil. “Necessary” because it’s a basic value to face future challenges, and “evil” because it is often regarded as a waste of time, an unnecessary expense, or even an excuse for laziness. Many people think of it only as part of certain professions (for example, a designer’s daily work), but dispensable in others. Yet creativity is a skill that should be internalized by all kinds of professionals, even if it may seem trivial at first glance.

One way to dispel that belief is to show its true purpose. Creativity and productivity not only can go hand in hand—they must. The goal of building a creative team is to achieve a more productive team: a group of professionals who can do more with less, and who can develop innovative solutions to the challenges of the market, thus responding to change in the best possible way.

Ways to Improve Productivity in the Creative Process

Creativity is the mother of innovation, and therefore a driver of progress. Since it can be improved, here are some tips to help make the most of our creative potential:

Organization is Fundamental

Organizing work is important not only to avoid forgetting tasks but also to make the most of your time—especially by saving the moments of highest inspiration for the tasks that need it most. For example, if you struggle to concentrate in the morning, leave the simpler or repetitive tasks for that time.

This organization can be as simple or as complex as you like—from setting a schedule based on intuition to tracking and analyzing your most productive hours over a period of time.

“If you hear a voice within you say you cannot paint, then by all means paint, and that voice will be silenced.” —Vincent van Gogh

Inspiration Must Be Focused

Creativity requires discipline. Highly creative people often find it easy to free their minds and let go. While that’s a strength, if creativity isn’t focused, it can lead to distractions, procrastination, and loss of focus.

To make the most of inspiration, you need a clear goal: what you want to achieve or what you want to avoid. Equally important is maintaining a positive mindset and enjoying the process simply for the personal benefits it brings. If the reward isn’t motivating enough, or if there’s too much pressure or slow progress, inspiration will falter.

Lifestyle Matters

Creativity thrives on novelty and well-being. Well-being is achieved through a combination of factors: good nutrition, exercise, rest, and a fulfilling social life, among others. Developing routines that help you feel good is also a way to foster creativity.

Likewise, discovery fuels new ways of thinking, learning, and creating. Connecting with different professionals, trying new activities, learning a language, traveling often, or engaging with cultural events and works—all of these are fuel for the brain.

“Creativity is intelligence having fun.” —Albert Einstein

Train the Brain to Be More Creative

The more you get used to thinking creatively, the easier it becomes, and the faster you’ll get results—with increasingly positive effects on personal productivity. Even if you’re a very rational person, it’s useful to seek new approaches to problem-solving or alternative ways of doing things.

Developing lateral thinking is a good exercise: sometimes you need to look for absurd solutions, imagine unrealistic ways of fixing a problem, or fantasize about everyday situations.

Rest is as Important as Work

Taking breaks is just as essential in demanding work as in creative processes. Pausing during long stretches of activity helps create distance from the task at hand, which is especially valuable in creative work that requires stepping off the beaten path.

If you start feeling overwhelmed or blocked, pushing harder on the same idea will only dig you deeper. Going for a walk, exercising, hydrating, or having a relaxed conversation can refresh the mind and provide new perspectives.

“Inspiration comes and goes, but creativity is the result of practice.” —Phil Cousineau

Develop Your Own System

There are many methods considered effective for fostering creativity during the process. For instance, listening to motivational music or using structured techniques (like the “Six Thinking Hats” method). But the best option is to develop your own system.

Just as it’s helpful to have a bedtime routine, you can establish a pre-creative routine to get into the right mindset. Over time, you’ll identify the environment and tools you need to minimize distractions and enhance your creativity. And once again, trying new things can open many new paths.