This conversation with Tom Dear explores creativity not as artistry, but as a fundamental human capacity for problem solving. Drawing on his journey from amateur rugby into the creative and brand world, Tom reflects on the tension many high performers feel between seemingly opposing identities. Rather than choosing one side, he shares how learning to sit in the middle where structure meets play became a turning point in both his work and his sense of self.

A central theme is the distinction between pressure-driven action and genuinely creative states. Tom introduces the idea of NEA (Negative Emotional Attractor) and PEA (Positive Emotional Attractor) states, showing how urgency, stress, and constant stimulation can shut creativity down. In contrast, practices like play, nature, mindfulness, aspiration, and compassion open the space where insight and flow emerge often when we stop trying to force outcomes.

The conversation also gets practical. From simple doodling exercises to rethinking how leaders, founders, and creators approach content, branding, and idea generation, Tom offers grounded tools that help people access creativity without performance pressure. His approach reframes creativity as something already present, waiting to be unlocked rather than imported from outside.

At its core, this episode is about permission. Permission to loosen the tie, rethink how we work, and stop outsourcing creativity to “experts.” For high performers navigating transition, it’s a reminder that flow isn’t found through more force—but through creating the conditions where thinking, energy, and authenticity can reconnect.

Connect with Tom on LinkedIn, Instagram or via his website East and West Studio. 

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