In the first episode of Not Creative, we explore the messy, beautiful intersection of creativity and business with How & How CEO, Executive Creative Director and co-founder Cat How. From building a studio grounded in transparency and care, Cat shares what it really takes to create not just good work, but a good environment for work to happen.

We talk about why creativity looks different for everyone, and how non-creatives are often the unsung heroes behind great ideas. Cat reflects on the early days of her career, learning the hard way that building something sustainable means making mistakes—and being willing to learn from them.

You’ll hear insights on:

• What it means to “feel like a fraud” in creative spaces
• How transparent salary systems can reduce anxiety
• Why hybrid work can hinder creativity (and what to do about it)
• The role non-creatives play in creating brave work
• How important it is to bring joy back into the creative process

This one’s for anyone who’s ever questioned their creative worth, struggled with confidence, or felt like they’re doing it all wrong. (Spoiler: You’re not.)

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