Creativity: A 24/7 Hustle, Not a 24/7 Flow

There’s this common misconception that if you work in a creative field—advertising, content creation, or storytelling - you must have a never-ending fountain of ideas. That you wake up every day, stretch a little, and boom, a brilliant, award-winning idea just lands in your lap. If only…

Creativity is 24/7 flow...

As someone who has spent the last few years in advertising, juggling multiple brands, categories, and campaigns, I can tell you this: Creativity is not magic. It’s not a switch you flip on demand. It’s a process, truly a messy, chaotic, and sometimes frustrating one. It needs time, patience, and a whole lot of storytelling.

The Myth of Constant Creativity - When you’re in an industry where clients and brands expect fresh, engaging content every single day - whether it’s for a personal grooming, home appliance brand, a film promotion, or a premium hospitality and travel service, you quickly realize that creativity doesn’t always show up when you need it. Some days, the ideas flow effortlessly. Other days, you stare at a blank screen for hours, trying to make sense of your own thoughts.

And yet, the deadline doesn’t care if you’re feeling uninspired.

So how do you keep the creative spark alive when your job demands it 24/7? How do you ensure that even on your most uninspired days, you can still deliver something that makes people stop scrolling?

I’ve learned that creativity isn’t just about sitting down and forcing ideas out of thin air. It’s about being constantly aware, constantly collecting, and constantly saving inspiration—even when you don’t immediately need it.

Here’s how I keep my creativity switched on, even when it feels impossible:

1. Find Inspiration Everywhere (and Save It!):

Ideas don’t always come when you need them, but they strike when you least expect it—a chat with a friend, an old ad, a café song.

That’s why I save everything—screenshots, notes, quirky lines—because today’s random thought might be next week’s perfect campaign hook.

2. Let Stories Lead the Way:

Whether it’s a FMCG category or Hospitality storytelling is key. People don’t just buy products—they buy experiences and emotions.

It’s not just about what the product is but who you want to sell it.

3. Creativity Needs Breathing Room:

One of the biggest mistakes we make? Expecting ideas to come instantly. Creativity is like cooking—you can’t rush the best dishes.

I’ve had moments where I tried forcing an idea for hours, only to step away, take a break, and come back with a fresh perspective. Sometimes, the best thing you can do is walk away or a smoke away 🤣for a bit—your brain continues working on the idea even when you’re not actively thinking about it.

4. Work Smarter, Not Harder:

Being creative isn’t just about coming up with ideas—it’s about finding smart ways to make them work across different platforms.

I always ask myself:

- Can this idea work as both a reel and a static post?

- Can it be adapted into an emailer or a blog?

- How can I keep it fresh without starting from scratch every time?

Creativity isn’t just about what you create—it’s also about how you execute it efficiently.

Last and most importantly turning Creativity into a Business one should always know - how to sell ideas, how to package them, and how to make them work in a fast-moving world.

It’s about being both creative and strategic. Because at the end of the day, creativity isn’t just about having ideas—it’s about knowing what to do with them.

So, the next time you feel stuck, just remember—your next big idea is already out there.

You just need to spot it, save it, and bring it to life.