Creativity is not a job title. It is how work gets done.

In this conversation, Susan shares her background in food product development and introduces Creative ID, a framework that helps people understand how they naturally approach ideas, problem-solving, and delivery.

Challenging the idea that creativity belongs to a small group of “ideas people”. In reality, every role in food manufacturing and retail requires creativity, whether that shows up in spreadsheets, processes, communication, or product development.

We explore the five creative styles and how each one contributes to getting work over the line. From generating ideas to refining, selecting, and supporting delivery, each style plays a role in turning thinking into action.

Susan and I share our own Creative ID profiles, which sit at opposite ends of the spectrum. This gives a real insight into how different styles show up at work, what energises people, and what can quickly drain them.

A big theme in this episode is energy. When you understand your natural way of working, you can start to recognise why certain tasks feel easy and others feel exhausting. This awareness is key to managing workload, avoiding burnout, and building teams that actually complement each other.

We also look at how creative differences can cause friction. What one person sees as structure, another might experience as restriction. What one sees as energy, another might find overwhelming. Understanding these differences helps teams move from frustration to collaboration.

There is also a practical side to this. We discuss how to use creative styles to allocate work more effectively, improve communication, and build stronger working relationships both inside and outside of work.

If you want to improve how your team works together, or simply understand your own strengths better, this episode offers a grounded and practical way to think about creativity.

Timestamps

01:00 – Susan’s background in food innovation and introduction to Creative ID

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Useful Links & Support

If this episode resonated, especially around teamwork, creativity, and understanding how people work best, here are a few places to go next.

Creative ID

https://www.yourcreativeid.com/

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