Everyone is Creative: The Psychology Behind Creative Styles in the Workplace

Writers Bio:

Dr Lee Rabbetts completed his PhD specialising in creativity and innovation in the workplace. Prior to this he spent 10 years in L&D roles designing and delivering leadership development programmes. He currently splits his time three ways – firstly, working to increase the creative intelligence of his clients with Creative ID, here he designs and delivers tailored experiences as well as certifying others in the use of the Creative ID psychometric tool; secondly, consulting on all things business psychology related through his own brand Think Creativity; and finally, delivering lectures up to Masters level at the University of Sheffield.

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There’s no question that creativity is one of the big trends in business at the moment, and it is on track to become even bigger. Over one million books, articles and papers were released on the topic between 2000 and 2018, and more recently in both 2023 and 2025 the World Economic Forum identified creative thinking as one of the top skills for the future of work. In today’s world, no business can afford to treat creativity as optional. Rapid change, digital disruption, and global competition mean organisations need people who can think differently, adapt quickly, and find smarter solutions. Creativity sits at the heart of that.

Great news if you’re in marketing, advertising or design… not so great for the rest of us. Or is it?

The fact is that creativity is misunderstood – it isn’t limited to a select few roles or sectors. It’s something every organisation needs, and it shows up in every role, every sector and every level of seniority.

Creativity is simply about thinking and doing differently. This is the what the research refers to, not artistic ability or industry-changing inventions – but everyday sized creativity which is achievable by us all through thinking differently. My PhD research and the work I do with Creative ID both highlight the fact that everyone is creative, just in different ways.

Understanding these different approaches, and learning how to value and apply them, can unlock enormous potential for individuals, teams, and whole organisations. When teams recognise this, they can acheive higher performance, better collaboration, and stronger motivation. Creativity becomes a shared responsibility, with diversity of thought and variety of contribution embraced.

The Five Creative Styles

Through years of practical insight ‘on-the-job’ alongside in-depth academic research, it has been identified that people express creativity in five distinct styles or preferences. Each style adds unique value, and no one style is ‘better’ than another. The key is recognising them, valuing them, and learning how to step into each when the situation calls for it.

Here’s a quick overview of the five creative styles:

1. Stimulating

Stimulating is about being divergent and disruptive - the most stereotypically ‘creative’ of the styles. This involves coming up with a great quantity of ideas, never closing down options and always looking to disrupt the norm.

2. Spotting

Spotting is intuitive and works in the abstract before things are fully formed. This is about seeing valuable opportunities, spotting connections and patterns that others may miss, and envisioning what ‘could be’ from an unrefined idea.

3. Sculpting

Sculpting involves problem solving and making things concrete. Maybe not coming up with the ideas, but taking what already exists – building upon, improving, overcoming obstacles and influentially communicating the way forward to others.

4. Selecting

Selecting is about being convergent and seeing the big picture. This involves being objective, evaluative and narrowing down all available options to find a single way forward that best aligns with the strategy, goals and desired results.

5. Supporting

Supporting focuses on being empathetic and empowering. This style is person-centred – considering the needs and motivations of colleagues, clients and other stakeholders to create an environment for success.

You are not just one of these styles, you have a different level of preference for working with each. Each of the five styles is distinct, yet complimentary. And all five are available to you – you may just find some a little more comfortable to work with than others.

The ‘So What?’

The biggest misconception about creativity is that it’s reserved for a few ‘special’ people. In reality, everyone is creative – just in different ways. By understanding and embracing the five creative styles – individuals, teams, and organisations can shift how they see creativity. It helps people to think differently about thinking differently. This opens the door to a richer pool of ideas, energy, and solutions, helping them stay adaptable in a constantly changing world of work.

Which of the five creative styles resonates most with you? Which do you feel most comfortable in? And which do you recognise in your colleagues and coworkers?

PBI Take:

Creativity is a skill every professional can (and should) develop. Dr Lee Rabbetts, Business Psychologist explores what it really means to “think differently” in the modern workplace. Drawing on his PhD research and years of leadership development experience, Dr Rabbetts reveals the five creative styles that show up across teams, from problem-solvers and disruptors to pattern-spotters and people-empowerers. His work helps organisations unlock the full spectrum of creative intelligence in their people, building collaboration, adaptability, and innovation at every level.