Creativity is often looked at as something that only tortured artists and authors can access. However, if Alex Raffi, partner and Creative Director for Imagine Communications has a say, creativity can be utilized and obtained in any profession regardless of stereotype.

Alex Raffi established his Creative Courage program a few years ago to help individuals, businesses, non-profits, schools and other organizations to think differently about creativity.

The issue for Raffi was clear: many people who do not work in “creative” industries mistakenly believe they are not creative. He believes that people discourage themselves from reaching their full potential because of these mental restrictions. In Raffi’s Creative Courage workshops, he addresses creativity as it relates to problem solving and how to help people from any industry pursue their own creativity for the benefit of their business or organization.

“A good example is during a meeting, you’re trying to find a solution to a problem, but something pops into your head that seems irrelevant – maybe an episode of Gilligan’s Island, that’s your subconscious telling you or hinting you at another solution.” Raffi said. “We usually don’t follow those because we decide that’s not relevant information but if we explore these ideas that seem at the time not relevant and decide to share them, then others figure out why you went there.”

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