#11 5 mindset shifts to unlock your creative potential

Hey there,

Let’s talk about the mindset shifts that unlock creative potential.

Most marketers assume that creativity is a talent—that some people are born with it, and others aren’t.

I get it. I used to think the same way.

20 years ago, I entered the marketing industry with a computer science background. I wasn’t exactly the creative type—logic, structure, and binary thinking ruled my world. Not the best brief for a creative professional, right?

And yet, here’s the twist: the further away you think you are from creative work, the more your clear, logical approach can give you an edge.

I had to unlearn my old assumptions about creativity—step by step. Each of these shifts removed an obstacle that held me back and made creative work easier.

Let’s break them down. 🚀

1️⃣ Shift from art to function (creativity is a tool, not an art piece)

Creative concepts aren’t art—they’re tools.

Your job isn’t to impress people with abstract ideas. It’s to deliver a message in a creative way.

When evaluating creative concepts, ask yourself:
👉 Does this concept clearly communicate what I need it to?

If the answer isn’t a clear yes, it’s a no.

This isn’t an art gallery. It’s not a wine tasting. There is no room for abstract impressions here. If your idea doesn’t communicate the message effectively, it doesn’t work.

Why It Works:

By focusing on function over form, you eliminate the pressure to create something “beautiful” and instead zero in on delivering a message in a creative way so it punches through the content noise.

Personal Story:

You know what happens when you ask an artsy person to rewrite a product description?

They will come back with, “It tastes like night and is filled with the cream of clouds.” True story.

Yeah, good luck guessing what that’s supposed to describe! Ten out of ten people will interpret that differently—and none will match the actual product.

2️⃣ Embrace simplicity & specificity (say only 1 thing at a time)

If your message isn’t crystal clear, what exactly are you trying to say creatively?

Strip it down. Ideally, to just two words: an adjective + a noun.

✔ Spicy wings​
✔ Safe travel​
✔ Lightweight shoes

Yes, that means you won’t fit every product/campaign detail into it.

That’s the point.

You can be very specific and get noticed—or very detailed and get ignored.

Nothing in between.

Why It Works:

When your message is specific and uncluttered, you can turn it into a creative metaphor. Your audience won’t have time to sit through the trilogy of what makes your product great; they need the essence delivered fast.

Personal Story:

I remember the first time I had dinner with my [now] wife’s family.

Amongst the 3 of them, they had 12 different conversations at the same time.

I couldn’t follow any of that.

When asked if I wanted to contribute, I bluntly said, “I don’t participate in hairdresser’s conversations.”

Perhaps not ideal.

Now, imagine cramming every single campaign detail into one message.

Your audience would be just as lost.

3️⃣ Leave subjectivity behind (creative work isn’t about opinions)

Some people treat creative work like an art critique session.

But it’s not about personal taste.

Forget what stakeholders think. The only question that matters is:
👉 Does this concept deliver the intended message?

If it does, it works. If it doesn’t, revise.

Marketing isn’t an open-ended debate.

Your concept either lands the message, or it doesn’t.

Why It Works:

This binary approach—either it works or it doesn’t—cuts through the noise of subjective feedback. It forces you to focus on effectiveness rather than personal expression.

Personal Story:

Back when I was in school, the girls in my class would occasionally organize these art-ish parties for the entire class—a "let's get to know each other better" kind of event.

There were improvised fashion shows with a makeshift catwalk, artsy music, impromptu art exhibitions, and all sorts of self-expression attempts.

Weird shit.

Very artsy, but couldn't we just ... have a normal conversation?

4️⃣ Trust your own brainpower (you know more than any agency)

You don’t need an external team to generate strong creative concepts.

You know your product better than any agency ever will.
You understand your audience better than anyone in the room.

The only gap?
👉 Creative techniques.

And those can be learned.

The best creative ideas don’t come from agencies. They come from people who truly understand the product and the customer.

So stop doubting yourself. Your best ideas are already there—you just need the right techniques to shape them.

Why It Works:

Relying on yourself bridges the gap between product knowledge and creative execution. With a few proven techniques, your ideas become both creative and relevant.

Personal Story:

I once worked on a campaign for a water park in Lithuania.

We pitched a digital concept built in Adobe Flash (yeah, it was that long ago).

The client took a full week off, bought the most detailed book he could find on Flash, and spent the entire week studying it—just to make an informed decision.

Lesson?

If a client can take a week to learn a tool just to approve an idea, why should you doubt your ability to learn creative techniques to generate one?

The knowledge gap isn’t as big as you think.

5️⃣ Embrace iteration over perfection (creativity is a skill you build)

Creativity isn’t about nailing it on the first try.

Every attempt is a rep at the gym.

Instead of obsessing over getting it perfect, keep going.​
You know how many gym sessions it took me to bench 100kg? Probably close to 1000. But every rep got me closer.

Each rep builds your creative muscle.

The more you work on it, the less you’ll rely on “inspiration” and the more you’ll develop repeatable creative instincts.

Think of it like working out.

You go in for a quick 45 min session and look in the mirror afterwards.

Can you see visible changes? No.

But does it mean it's not working? Also no.

The more you show up, the more breakthroughs happen. Not overnight, but through consistency.

Final thoughts: creativity is a skill, not a gift

By shifting your mindset—from treating creative work as a tool, embracing simplicity, leaving subjectivity behind, trusting your own insights, and iterating relentlessly—you can unlock your full creative potential.

Creativity isn’t about talent.

It’s about mindset, technique, and practice.

The more you work on it, the less you’ll sit around waiting for ‘inspiration’—because you’ll know how to generate ideas on demand.

Want to practise creative work?

My FREE Creative Equations Course teaches:
✔ 2 methods to craft a sharp, attention-grabbing message.
✔ 4 creative techniques to transform that message into a compelling concept.

📌 Get instant access here:
​https://www.tomasnemura.com/creative-equation-course

Until next time,​
​Tomas

🎯 P.S. Don’t bring a knife to a marketing gunfight—bring a process that makes creative work easier. 🚀