4. Creative Intelligence – The Key to Staying One Step Ahead
How thinking differently can help your business adapt, stand out, and thrive, even in tough times
Intro - Creativity Is Not Just for Artists
When people hear the word “creative,” they often think of painters, musicians, or kids making stuff out of glue and cardboard.
But creativity isn’t just about art. It’s about solving problems in new ways and that’s something every Kiwi business owner has to do, sometimes daily.
Creative Intelligence (CI) is your ability to think outside the box, connect ideas and adapt when the usual approach just doesn’t cut it and in business, that can be the difference between surviving and thriving.
What Is Creative Intelligence?
Creative Intelligence is about coming up with useful, original ideas. It’s the ability to -
Spot patterns others don’t see
Connect the dots between unrelated things
Reframe problems from a new angle
Try something different when old methods stop working
Psychologist Robert Sternberg calls it one of the three key types of intelligence (alongside analytical and practical). The good news? It’s not rare. It’s something you can build, like a muscle.
Why It Matters for NZ SME Owners
Let’s face it, doing business in Aotearoa means wearing lots of hats and thinking on your feet. Whether it’s dealing with supply issues, shifting markets, or customer needs changing overnight, creative thinking isn’t a luxury. It’s a daily necessity.
Here’s how CI can help -
Stand out in a crowded market – Think about what makes you you and lean into it with smart marketing or product tweaks.
Work around constraints – Tight budget? Staff short? Creativity helps you find workarounds.
Lead with flexibility – Being creative in your approach helps you stay ahead of trends, not just chase them.
Solve staff or customer issues faster – Often, the right solution isn’t obvious. CI helps you find a better fit.
Case Study 3. Ana – Online Retailer, Nelson
Focus - Creative Intelligence
Situation
Ana sold handmade homewares and accessories online. Her business was steadily growing until overseas shipping delays began to hit her stock levels hard. She found herself out of her top-selling items for weeks at a time. Social media engagement dropped and so did sales. She started to panic, unsure how to keep momentum.
What Changed
Instead of waiting passively, Ana decided to experiment. She asked herself, “What do I still have, and how can I show it differently?” She made short, down-to-earth videos showing how to use existing items in new ways, tea towels as gift wrap, scarves as wall hangings and shared behind-the-scenes updates about sourcing locally. She brainstormed five new product ideas using leftover materials and launched a “limited local” series that sold out quickly.
Result
Sales stabilised and her brand grew a loyal following for its honesty and creativity. Customers appreciated her transparency and started engaging more online. Ana realised that creativity wasn’t about being flashy, it was about staying curious, trying things out and showing up with heart.
Key Move - Reframing + low-risk creative experiments
How to Grow Your Creative Intelligence
You don’t need to be a “creative type.” You just need to make space for different ways of thinking.
Here are some easy ways to stretch your creative muscle -
Ask better questions - “What’s another way to solve this?” or “What if we did the opposite?”
Change your scenery - Walk, drive, or sit somewhere different when you’re stuck.
Brainstorm without pressure - Jot down 10 wild ideas with no judgement. You only need one to be useful.
Talk to people outside your industry - They’ll see things you’ve become blind to.
Allow for downtime - Good ideas often pop up when you’re not trying, in the shower, on the mower, or driving.
Everyday Creativity Is a Business Asset
Creativity doesn’t always look flashy. Sometimes it’s a quiet change in how you explain your pricing, or a clever workaround for a supply issue, or a new way to connect with your community.
What matters is the mindset. Seeing change not as a threat, but as an opportunity to try something new.
Closing: Don’t Just Compete. Create.
In a world full of noise, the businesses that stand out are the ones doing something a bit different, not for the sake of being different, but because they’re in touch with what people really want and how to deliver it with heart.
Creative Intelligence isn’t about being a genius. It’s about staying curious, asking questions, and not being afraid to try.
And often, that’s where the real growth begins.
📞 Phone +64 275 665 682
✉️ Email john.luxton@regenerationhq.co.nz
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If you’d like to read more RegenerationHQ thinking on SME business and other things, go here – www.regenerationhq.co.nz/articlesoverview
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Supporting NZ SME Owners to Exit Well, Lead Better and Build Business Value.