Why the future of creative thinking belongs to the neurodivergent mind

It’s now an inescapable reality that the world of digital-first, AI-adjacent work is here to stay.

It’s a shake-up and wake-up moment for everyone. Not just those of us who are more advanced in our careers (but not quite ready for the scrap heap just yet, thank you)

As AI gets better at mimicking human expression (I emphasise the word mimicking – it’s still nowhere near being a replacement!) free-flowing human creativity is fast becoming our greatest professional currency.

While the machines are busy learning patterns and predicting outcomes based entirely on what’s gone before, humans still have the unique and distinct advantage of creative thinking that breaks patterns, deploys lateral thinking and challenges the accepted ways of doing things in a way that AI is still too polite to do.

(ever noticed how polite Chat is? I’ve really tried to upset it. It’s impossible)

AI can only build on what it’s already seen. Then predict what should come next, based on what’s already gone before. 

I still don’t understand why this is not being seen as the huge problem it presents to businesses. 

Everyone has gone googly-eyed over AI and how impressive it is. 

Yes, it can do wonders for process and productivity, but growth is not built on logical thinking alone. That’s pretty one-sided.

The World Economic Forum’s Future of Jobs Report 2025 places creative thinking in the top three most essential skills for the next decade.

To add fuel to the fire of change, we’re also in a global economic downturn. Many workplaces have been forced to prioritise leaner budgets to stay afloat.

Knowledgeable, experienced and loyal staff are being cast out at an alarming rate.

In a bid to scale back on costs, companies are leaning on AI to replace humans where possible. 

We’ve already seen GenZ entry-level roles being decimated. And don’t get me started with GenX. 

It’s so short-sighted, and such a knee-jerk response to the flailing economy.

If humans are playing second fiddle to the machines, we will drown in a homogenous glob of uniformity.

And when no one stands out, it’s a race to the bottom from every angle.

Yes it’s an over-simplification of the situation we’re in, but what if part of the answer to surviving the downturn was to go all out on prioritising original thinking and creative strategy? 

Not just slice and dice by over-reliance on AI?

It’s such a shame that marketing is often the first department to be jettisoned in a downturn – arguably the place you’ll find the most creative thinkers of all.

And many of them are neurodivergent.

Neurodivergent minds see the world through a slightly different lens. They have a natural curiosity - an instinct to question the obvious - that so often leads to the kind of creativity you can’t teach, such as:

  • Pattern disruption – spotting unexpected links, flipping assumptions
  • Hyperfocus – digging deep to find new creative angles
  • Sensory sensitivity – noticing the details others miss
  • Non-linear thinking – solving problems sideways, not step-by-step

I’ve experienced this first-hand in my previous employed role leading a creative team to come up with unique and market-leading concepts, to copywriting and content work. 

The way I use my instinct to ideate doesn’t follow a traditional pattern. It’s hard to explain how I’ve come up with the connections, but it often leads to truly original results that a machine could never generate.

In a world of templated content and AI-generated sameness, neurodivergent creativity isn’t a quirk, it’s an edge.

We should value minds that don’t fit the mould, because they’re the ones who will help us all to shape the future of business in a world of AI.

  • Fellow neurodivergent creatives: how are you finding the current world of business? What creative-thinking skills are you leaning into to support your personal growth and those of the businesses you support/ work for?

     
  • Employers: how are you tapping into cognitive diversity as a strategic asset?

#CreativeThinking #Neurodivergence #FutureOfWork #Copywriting #HumanSkills #ThoughtLeadership

Workplace ‘creative sessions’ need a glow-up

Why? Because the word ‘creative’ often gets misinterpreted.

When a ‘creative’ session lands in the work calendar, not all employees jump for joy.

I’ve been a participant in - and also led - several ‘creative sessions’ over the years.

Usually what happens is this;

-       The logisticians (who don’t even want to be there, but had no choice) roll their eyes and participate as little as possible.

-       Those with typically ‘creative’ job titles often take the lead and dominate the discussion.

The problem is; if a diverse range of voices is not heard, the results can be disappointing.

Poor output often leads to ‘creative’ sessions being relegated to the ‘waste of time’ bucket.

But creativity isn’t solely the domain of outgoing or expressive personalities.

Some of the most original thinkers are introverts who quietly challenge assumptions and deliver amazingly unique insights.

People who don’t consider themselves to be ‘creative’ are often closest to the real, day-to-day business issues.

For example: an operational team member might hear the same complaint ten times a day. They’ve already been mulling over a fix in their head, but no one asked them to bring it to the table.

If the same voices dominate every creative conversation, you risk overlooking the person who holds the piece of the jigsaw you didn’t even know you needed.

So why am I saying the word ‘creative’ (in a business context) needs a rebrand?

Because people hear ‘creative’ and make assumptions about a type of role or personality.

Although creativity and creative thinking are closely related, they’re not quite the same thing.

Creativity is the ability to produce something novel and useful; a concept, idea, product, or expression.

Creative thinking is the process that gets you there.

It’s about approaching problems from unexpected angles, making unusual connections, and imagining better ways forward.

It focuses on problem-solving, idea generation, and innovation and is a more structured approach.

For example:

 

  • Finding an unexpected workaround for a supply chain delay
  • Using storytelling techniques to reframe a dry report
  • Asking, “What if we did the opposite?” during a strategy meeting

 

Creative thinking is a strategic muscle; one that everyone can strengthen, regardless of role or industry.

Creativity is simply the ability to approach a challenge in a new way.

It’s a different lens. A reframing. A pattern others don’t see.

And it’s just as powerful in leadership, operations, HR, customer service, and logistics as in marketing or graphic design.

In times of uncertainty, creativity is what sets resilient businesses apart.

It helps us:

 

  • Adapt when plans change
  • See opportunity in constraints
  • Connect more deeply with customers and colleagues

 

Creativity is just strategy in disguise.

It isn’t a job title – it’s a mindset.

It doesn’t belong exclusively to ‘creative types’; it belongs to problem-solvers.

Which - in business - is all of us.

All that’s needed is a little curiosity and an open mind.

 

What writing a novel taught me about Copywriting

Every human is born understanding the language of story

The irresistible draw of a great character’s journey : Will they win the day, or will they lose everything?

The foundation of any story ever told

So when I came to write my first fiction novel, I thought it would be easy

I thought I knew everything there was to know about stories

After all, I was raised on them

But I was stuck

Because whilst the innate power of story is SIMPLE

To understand how it works is a matter for some serious thought

And I needed to break it down so I could get my plot onto paper

Luckily some clever folks out there (Will Storr, Donald Miller) have already done that

The framework of every story is this:

SOMEONE has a PROBLEM

They meet a GUIDE

Who offers them a PLAN

Which they FOLLOW

Resulting in SUCCESS (and, importantly, avoiding FAILURE)

This simple structure helped me get those 85k words onto the page without too many tantrums

It also works perfectly for my copywriting work

By simplifying your messaging down to its basic story elements

I can help you be the GUIDE in your CUSTOMER’S STORY

Following 3 questions in EVERY piece of copy I write for you:

  1. What is your offer? (ONE thing per copy - more than one offer = lost attention)
  2. How does it make your customer’s life better? (i.e what problem are you solving for them?)
  3. What ONE thing do they need to do to buy it? (your CALL TO ACTION)

Simple? Yes

But not easy

Have a lovely day 

 

 

How To Turn First Dates Into Long-Term Relationships 

Welcome To Email Marketing 101

Imagine the scenario: your newsletter subscriber sign-up rate is high (first of all, great job. It’s not easy to get people to give out their precious email address these days). 

Inboxes are fast becoming more clogged up than the M62 in rush hour, and ‘unsubscribe’ rates are climbing (especially around Black Friday and the lead up to Christmas when everyone and their dog is emailing every 30 seconds… more on that later)

BUT after a few follow up emails you start to notice something odd.

High numbers of potential customers are hitting that dreaded ‘unsubscribe’ button. 

Lost to the ether (or worse, a competitor)

So What’s Going On?

My guess is you’re not truly connecting with, and making the most of the ‘peak interest’ sales conversion period immediately after sign up.

You’ve no doubt experienced this yourself as a consumer.

Imagine you discover a brand that really speaks to you and your current pain-point. You love the website, the branding, their ethos! 

And they have a great offer to get you signed up and on-board their email marketing train. It all seems very promising for you both.

Then -  BAM! - the love affair is over before it’s even truly begun.

Who Is This Stranger? 

The next few emails are so disappointingly boring and generic that you’re left wondering who this person is? 

You had such high hopes for a great relationship, and now you’re wondering whether they are even the same new business you had fallen for only a short time ago.

So you hit that ‘unsubscribe’ button (if you can find it…buried deep in a weird and unlikely corner of the wall of text) quick as you can, and that’s it. 

The relationship is over.

What’s the solution?

It’s simple really - segmented email marketing.

What is it?

Basically you divide your email subscriber list into smaller, more targeted groups based on specific criteria, such as:

  • Demographics (age, gender, location)
  • Purchase behaviour
  • Interests and preferences
  • Stage in the customer journey

By sending tailored messages you can be much more relevant with your content. And make sure you are carrying on the ‘conversation’ with your new customer that had them hooked in the first place.

Result – better sales and increased engagement, loyalty, and trust.

According to OptinMonster segmented campaigns average 46% higher open rates, and segmented, targeted, and personalised emails generate 58% of all revenue.

Trust is a biggie for me personally – I’ve granted you access to my email inbox and I try really hard to be selective with who I let in - so don’t let me down!

How To Do It in 4 Easy Steps: 

  1. Understand Your Audience
    • Use surveys, purchase history, and website analytics to gather insights into your customers’ behaviours and pain-points.
  2. Define Clear Segments
    • Group your audience based on criteria that align with your business goals. For example, if you run an e-commerce store, you might segment by first-time buyers, repeat customers, and lapsed buyers.
  3. Craft Targeted Messages (Oh hey, let me do that for you!)
    • Tailor your email content, tone, and offers to resonate with each segment. A welcome email for new subscribers should feel different from a re-engagement email for inactive customers.
  4. Test and Optimise
    • Experiment with different approaches (e.g., subject lines, call-to-action buttons, and visuals) and analyse the results. Use data to refine your segmentation strategy over time.

But don’t get over-excited and send too many emails because that will p*ss people off as well. 

There’s a delicate balance to be found between not feeling like you’ve been given the cold shoulder, and being suffocated by too much attention.

Once a week is just fine for marketing emails!

What Are Your Next Steps?

In today’s cluttered inboxes, segmented email marketing is a game-changer. 

Start small, test often, and watch your connections (and conversions) grow.

Drop me an email  – I’d love to help you turn those chance encounters and blind dates into long-term relationships.

 

Small Actions, Big Impact: 6 Surprising Ways You Can Reduce Your Carbon Footprint at Work

When it comes to reducing carbon footprint, we often look to our business leaders and company policies to drive change. 

But the truth is, every employee has the power to make a difference. From the way you manage your digital files to how you commute to the office or pack your lunch - small, everyday actions can have a significant impact. 

This article explores 10 surprising and practical initiatives you can adopt at work to reduce your personal carbon footprint. 

These aren’t the typical strategies you’ve come across before - they’re innovative, demonstrate that meaningful change starts with you and -  perhaps most importantly – are easy to incorporate into your daily routine.

Digital Decluttering

Regularly delete unnecessary emails, files, and data stored in the cloud, as data centres consume significant energy. 

Meat-Free Mondays

Organise plant-based lunches once a week to lower the carbon footprint associated with meat production and raise awareness of the issues.

Switch Off Electronics

Turn off computers, monitors, and other equipment when not in use, including during lunch breaks.

Sustainable Printing Practices

Use double-sided printing, use recycled paper, print in greyscale / or black only, and limit printing to essential documents only. Print settings can be automatically rolled out to networked computers so you would have to undo the default settings to print in colour, for example.

Zero-Waste Office Challenges

Set up recycling stations within departments, and host competitions to see which teams can generate the least waste over a month.

Host ‘Sustainability Lunch-and-Learn’ Sessions

Share knowledge on reducing workplace carbon footprint, featuring guest speakers or webinars from sustainability experts.

 

Why Not Take Lessons from B-Corp and Other Industry Bodies?

Some Fantastic B Corp Practices To Consider Adopting

  • Partner with sustainable suppliers (particularly important for those individuals with responsibility in purchasing/supplier decision-making)
  • Conduct regular carbon audits both internally and within the supply chain
  • Implement circular economy practices (e.g., reuse programs).

Innovative Technologies

  • There are a number of tools to measure and reduce digital footprints

Behavioural Insights

  • Leveraging nudge theory to encourage sustainable choices (e.g., defaulting printers to double-sided).
  • Gamifying green initiatives to foster engagement (e.g., competitions between departments/ teams to reduce waste or energy use).

Empowering Employees to Take Action

  • Practical tips inspired by B Corp and sustainability best practices:
  • Reduce Digital Emissions: Encourage employees to clear out unnecessary emails and files.
  • Adopt Green Commuting: Provide incentives for biking, carpooling, or public transport.
  • Minimise Waste: Set up zero-waste stations and ban single-use plastics.
  • Promote Remote Work Sustainability: Share energy-saving tips for home offices.

The Role of Leadership and Culture

  • Discuss how leaders can inspire a sustainability mindset.
  • Setting clear environmental goals and celebrating progress.
  • Creating ‘green teams’ to champion workplace initiatives.
  • Providing training on sustainability practices for employees.

Practical Next Steps for Businesses

  • Outline a roadmap for implementation.
  • Conduct a workplace carbon audit.
  • Set measurable goals (e.g., reducing emissions by X% in 12 months).
  • Implement quick wins, such as energy-saving policies and reducing travel.

What one new sustainability initiative will you or your company implement?

Let me know in the comments!

 

 

 

Some useful websites:

B Corp: https://www.bcorporation.net/

Carbon Trust: https://www.carbontrust.com/

International Energy Agency (IEA): https://www.iea.org/

World Green Building Council: https://worldgbc.org/

Additional resources:

U.S. Green Building Council (USGBC): https://www.usgbc.org/

International Renewable Energy Agency (IRENA): https://www.irena.org/

U.S. Environmental Protection Agency (EPA) - GHG Reduction Programs & Strategies: https://www.epa.gov/climateleadership/ghg-reduction-programs-strategies

Plan A - How to Reduce Office Carbon Footprint: https://plana.earth/academy/how-to-reduce-offices-emissions

Reports:

IPCC climate reports:

  • IPCC Reports: The Intergovernmental Panel on Climate Change (IPCC) provides comprehensive reports on climate change, its impacts, and potential response strategies. You can access their reports here: https://www.ipcc.ch/reports/
  • Sixth Assessment Report (AR6): This is the latest comprehensive assessment of climate change, including the Synthesis Report released in 2023. Access it here: https://www.ipcc.ch/assessment-report/ar6/

Corporate sustainability case studies:

 

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