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You're sitting at your desk, pen in hand, mind racing. You jot down an idea, only to erase it moments later. That groundbreaking idea still hasn't crossed your mind. But why? The answer is simple: Your whale hasn't appeared. A whale, you ask? That's right — you read that correctly. Discover what this giant sea creature has to do with creativity in the first part of our creativity series — a must read before diving in here.
Michael Pfötsch, Creative Principal at C3, uses the whale analogy to reveal how creativity unfolds and new ideas are born. His message: "Everyone has the potential to be creative. So why do some people come up with ideas almost effortlessly, while others struggle? The answer is like a great recipe: like cooking, we need the right environment, quality ingredients and a bit of skill to make something amazing. Similarly, in creativity, the better the conditions and the better the skills, the more brilliant the ideas.
We asked Michael Pfötsch about the essential ingredients for sparking creativity. His secret recipe? A dose of self-confidence, a pinch of courage, an open-minded environment and a dash of experience.
"Our ideas are a reflection of who we are," Michael explains. They're shaped by our memories and experiences, which means they often reveal a lot about their creator. This can make us self-conscious about how others perceive us.
As a result, we may hesitate, worrying about saying the 'wrong' thing. "We need to get past that," Michael advises. "If we filter our ideas too much, they lose their authenticity. What we really wanted to express stays in the dark. Having confidence in yourself - in your abilities - is crucial. As a creative mind, you can't be afraid of reactions. Fear stifles creativity."
To generate great ideas, you need to be brave and share your thoughts without fearing how your colleagues might react. It can be uncomfortable when you sense that an idea might flop, especially if a team member pitches it. Creatives must be honest with each other and have the courage to speak the truth. “This honesty might not always be comfortable,” Michael says. “It can intimidate others because we’re not used to it. But for creativity to thrive, reactions, thoughts, and opinions must be brought to light. If you hold back your honest opinion out of fear of how it will be received, it benefits no one.”
As children, we were unafraid to speak our minds. Michael emphasizes that we need to return to that mindset. “The first intuitive reaction is often the right one—like a child’s response: unfiltered and genuine,” he explains. The answer is within us; we just need to learn to listen to it and have the courage and confidence to share it with others.
For creativity to flourish, the most important element is an open and collaborative environment. "It is the foundation of everything," says Michael. Everyone involved in the creative process must understand that nothing said is meant to hurt or judge anyone. "Honest communication thrives when there's a mutual understanding that there will be no negative consequences. Psychological safety is key. Ultimately, it's about the project, the concept, the idea. The better we know each other, the better we can work together and the safer we feel. In other words, it's all about team building.
In practice, things can get tricky when different roles and hierarchical levels come into play during the creative process. Social dynamics can also be challenging. What if your manager comes up with a groundbreaking idea, but your gut tells you it will be a flop? Michael explains: "Hierarchies are harmful." Power imbalances have no place in the creative process. It shouldn't matter how much experience someone has or what their position is. At C3, every idea is welcome and encouraged.
As with cooking, having the right ingredients is only half the battle when it comes to making a great dish. It also depends on the chef's skill: knowing how long to cook the vegetables so they're tender but not burnt or using just the right amount of seasoning to bring out the flavour without overdoing it. The same goes for creativity. Even with the right conditions, you need to be effective with your ideas. So what do creative people need to do to get their best ideas?
"To make real progress, you need to evaluate and discuss ideas," says Michael. The best way to do this is face-to-face. "Creativity can't really flourish in a digital space. I need to feel free in the creative process." That's why he regularly meets with colleagues in the office. For him, it's all about the personal note, getting away from the email chaos and having plenty of space to move around and collaborate.
"When you feel stuck, movement is the key. It's the best way to release tension," Michael explains. He often goes on walks with colleagues or silently paces around the conference room. For him, this is an integral part of the creative process. It's all about gaining new perspectives - whether it's through conversations with team members, watching advertisements on a passing bus on the Friedrichsbrücke bridge, or watching the water flow in the Spree. This fresh input can trigger emotions, memories and ideas, and spark new creativity.
But what if you're under pressure to deliver quickly? Working in a creative agency, Michael is often faced with high expectations. "Everyone expects you to have an answer or a solution right away," he says. "That's nonsense. If coming up with great ideas was as easy as pressing a button, they wouldn't be as expensive." The reality is that you can't just pull ideas out of thin air. The goal is to create something new - something that doesn't exist yet.
What about Artificial Intelligence? Tools like ChatGPT have become part of our everyday working lives. Can they help us generate new ideas quicker? Michael is adamant: he believes that creativity is a process that can't be accelerated by technology like AI. "AI doesn't provide input, only output. It can only generate results based on the input you provide," says Michael. For him, the key difference between real creativity and what AI produces is that real creativity comes from within, shaped by your own experiences, personality and perspectives. By putting familiar concepts into new contexts, we create something truly original - something AI simply can't do.
It's important to stand your ground and give yourself the time you need to develop a new idea. You need to communicate clearly that you understand the problem, but you need time to come up with a solution. Creativity doesn't work under pressure. "We have to free ourselves from that demand," Michael insists. "Chasing the whale will only make it dive deeper."
This links back to the importance of taking time, moving around and engaging with others — in essence, freeing yourself. "The answer is in us. I know it sounds poetic, but it's actually quite logical. Everything you've ever perceived or experienced — whether it's a flavour, a melody or a memory — is within you. It can spark something and help the whale appear. And if there's one thing I've learned in my career, it's that the whale always shows up; you just have to give it it's time."
