The power of constraints on creativity in business
Ever felt like the walls are closing in?
Like you’re running out of time, money, or resources to get your BIG Idea off the ground? Most of us have been there—whether it’s launching a new project with a shoestring budget or trying to carve out extra time in an already packed schedule. Here’s the thing: constraints, while annoying, can actually be the catalyst that sparks our most creative and innovative ideas. I know it sounds a bit counterintuitive, but stick with me.
Who remembers the 2020 Covid lockdown?…Where lets face it we all had to get a bit creative, we had to use the resources we had available to us, and for many of us the enforced lack of freedom, actually gave us something to push back against, and it was the catalyst for many folks to finally get things out into the world.
During the global pandemic and subsequent enforced lockdowns, I was living in a 2 bedroom apartment in East London, running 2 online businesses and homeschooling my then 7 year old. We HAD to get creative, we had a small balcony but no other outdoor space, and our ability to come up with fun ways to fill our time kept us from losing our shit.
We played games, we made up challenges, we hosted online parties…we played the colour game, where each day you got assigned a colour at random and had to wear, eat and be otherwise creative with that colour as your stimuli.
It was a vibe.
We even had an online photoshoot done, where the photographer captured us using her good camera, but through the lense of another, which zoomed right into our front room.
Professionally, the restraints of lockdown worked wonders for me as I developed and launched more than 30 online products, services or programmes in 2020, and wrote my book Leading from the Back..I had my most profitable year in business in 2020 generating more than a quarter of a million pounds in revenue, and all from the corner of my front room, with a 7 year old running feral around the house, and a new kitten who kept pooing behind the TV
In my experience, both as an entrepreneur and someone who’s had to navigate all sorts of limitations, I’ve come to realize that constraints force us to think outside the box. When we have less to work with, we dig deeper into our problem-solving abilities….but only if we can stay in that growth mindset for long enough. And this is where the magic happens.
Imagine being given a blank canvas and told, “Paint whatever you want.” For some, that endless possibility might sound exhilarating, but for most of us, it’s daunting. There’s so much potential that you can get stuck in a sea of indecision. Now, imagine being given just three colors and a clear theme to follow. Suddenly, those limitations start to feel like a roadmap. You know your boundaries, and that focus can drive some of the most brilliant outcomes.
This is exactly what happens in life and business. Constraints don’t box us in; they give us direction.
I remember when I first started my fitness business, Too Fat to Run. I had no budget. I couldn’t afford fancy marketing campaigns or even a slick website. I had no childcare either so whatever I created I had to be able to do it from home using the internet while my baby was asleep. All I had was my voice, my laptop, and a passion to help people. At the time, it felt frustrating to see others spending on resources I simply didn’t have, but it also made me scrappy. It pushed me to use what I had to its fullest potential. I had to get creative with my outreach, leveraging platforms like social media for free, collaborating with others, and finding ways to make an impact without spending a fortune.
That business impacted millions of lives and saw me reach influencer status in my field, changing government policy, and giving me a platform to launch other ventures, and to use speaking and coaching to travel the world.
What limitations are you facing right now? Whether it’s time, money, or resources, I want you to look at these constraints with new eyes. Instead of feeling boxed in, ask yourself: How can I innovate within these limits? What’s the next step you can take right now, with exactly what you have?
I’d love to hear your stories. Let’s talk about how we can turn your biggest challenges into your greatest opportunities.
Julie Creffield is an expert on Innovation, Ideas and Entrepreneurship. A business strategist with almost 30 years of experience, having worked with thousands of clients from large multinationals to micro-businessess and everything in between. She is known as The BIG Ideas Lady. She is a keynote speaker, author and consultant, and works as an innovation director for Oxford Innovation Space with SME’s from across two sites in Hertfordshire/London where she is based.
Join my FREE BIG IDEAS movement
I’ve started a new MOVEMENT, in a similar way to how I have done many times before. We are going on an adventure, and those that come, get to shape it.
I am on a mission to help 1 million ideas to see the light of day…so come and get involved. Whether you have a BIG idea, love getting involved in other peoples BIG Ideas, or you simply know the important of BIG ideas having the space to do their thing.
