In this Provocateurs podcast special recorded at the 2025 Thinkers50 London Summit & Awards Gala, creativity strategist Natalie Nixon discusses how organizations can harness creativity as a strategic business competency.

Challenging the misconception that creativity belongs only to artists, Natalie uses her “wonder-rigor” framework to demonstrate that the best engineers, scientists, CFOs, and leaders toggle between imaginative exploration (wonder) and disciplined execution (rigor). This chaordic balance between chaos and order is essential, she says, for driving sustainable innovation.

Turning to AI and the future of work, Natalie contends that technology offers an opportunity for more distributed, improvisational ways of working – which appeal in particular to Gen Z – and AI can actually humanize organizations by creating liminal space for deeper collaboration and wonder.

Natalie is the author of The Creativity Leap: Unleash Curiosity, Improvisation and Intuition at Work (Berrett-Koehler, 2020), and Move. Think. Rest. Redefining Productivity & Our Relationship with Time (Balance, 2025).

---

This podcast is part of an ongoing series of interviews with executives. The executives’ participation in this podcast are solely for educational purposes based on their knowledge of the subject and the views expressed by them are solely their own. This podcast should not be deemed or construed to be for the purpose of soliciting business for any of the companies mentioned, nor does Deloitte advocate or endorse the services or products provided by these companies.