When was the last time you did something creative?

In the world of business and retail, “creative” isn’t necessarily the first word that comes to mind when describing what makes a successful leader. Oftentimes we assume there isn’t room for creativity when there are so many other demands put on our plate.

Victoria Lozano, chief marketing officer of Crayola, argues that creativity is a muscle that leaders must use daily in order to be successful. Earlier this fall, Lozano spoke to retail leaders at Women in Retail Leadership Circle’s On the Road event in New York about how creativity is the art of putting your imagination into action.

What you create doesn’t actually matter, said Lozano. What matters is the process. And the process is grounded in the following fundamental key behaviors:

  1. Collaborating with others.
  2. Being curious.
  3. Seeking out new experiences.
  4. Keeping an open mind.
  5. Considering many possibilities.
  6. Coming up with unique ideas and new ways of doing things.
  7. Solving problems.

In fact, Forbes surveyed CEOs in 2023, asking them what skills they thought would rise in importance over the next five years. Creative thinking was the top skill named, and “curiosity and lifelong learning” was fourth on the list.

“Creativity is innate in people,” Lozano told the audience.

When a child is five, they think they’re the most creative person in the world. However, as children age, adults unintentionally “unteach” creativity.

“We decide, ‘my kid is just growing out of it,’ so therefore we should focus on other things that are going to be able to better prepare them for life,” Lozano said. “But the reality is practice is what actually helps us keep that spark.

“I think the one simplest thing you can do is focus on what creativity is. Remember those creative behaviors and be able to really challenge yourself on, ‘Am I applying it? Am I doing it? Am I encouraging my teams to do it?'”

Lozano noted that studies have shown that everyday creativity leads to a significant reduction in stress and anxiety as well as an overall improvement in wellbeing.

“If you focus simply on the joy of doing and the ability to ground yourself for you to be more recharged, for you to be the best version of yourself, you’re able to bring that better version to your family, to your job, to your teams, and it’s about creativity in the broader sense,” advised Lozano.

Women in Retail Leadership Circle (WIRLC) members can watch Lozano’s full session here. Not a member? Apply today!