I’ve always been somewhat creative. Naturally, as an entrepreneur, I have a talent for out of the box thinking, and at different times in my life, I’ve dabbled in different creative pursuits, like photography, art, and design.

But if someone told me 15 years ago when I started my business the thing that would make the difference between failure and be building a sustainable, successful business was an art form that saw me playing with sticks and twigs and hosting a second solo exhibition this week; I seriously would have laughed. But that’s exactly what happened.

It was about six years ago where I was working flat out building my business. Like most entrepreneurs, running my business consumed me. I never really switched off, and I was starting to burn out from the intense pressure.

What’s more, my industry of public relations was (and still is) going through significant change. Dealing with the changing media landscape was like operating in quicksand, where I could be pulled under if I didn’t keep innovating.

Something had to change

I went through a process of reflection on what I wanted out of my business and my life, as the two were inextricably linked. I realised my ability to cope with change was being impaired; my creativity was being sapped. I needed to figure out a way to slow down and allow myself the space to problem solve and be innovative in responding to challenges.

I needed to find an outlet for my creativity that was tactile and not about perfection but more about exploration and play. I wanted to think in new ways and use creativity to gain new insights and perspectives.

Looking back now, I found an outlet that was opposite to my world as a business owner. I discovered the art of sculptural basketry – an art form that goes back to our primal roots and hasn’t changed for thousands of years. It was feminine, introverted, meditative and nature-based; compared to my entrepreneur life which was masculine, extroverted, technological and fast-paced.

A light was switched on

I began responding to change in new and unexpected ways. I wrote a book; I launched an online, productised side to my business. I started to work with my team in different ways so the business could leverage the collective strength of our ideas. The business became more stable, but more importantly, I felt more in control of where I wanted to take the business and what its purpose in my life was.

Through art, I was able to change how I saw things. It helped me to overcome business challenges and appreciate risk and potential in different ways.

Today my art is very much part of my identity

I conduct weaving workshops with my team, my office is overflowing with my sculptures, and I hold my own exhibitions – my latest '11:11’ starts tomorrow at Sydney Road Gallery.

And my business is better for it. There are still challenges, things don’t always go to plan, but how I respond to these situations is heightened with creativity and innovation. Rather than feel inundated and paralysed, I see the opportunities that are only limited by my imagination and creativity.

So is there anything in your business and life that would benefit from a creative approach?







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Catriona Pollard
From Unknown To Expert
CP Communications


Creativity can transform your life and business @CatrionaPollard bit.ly/2y1upHZ


Fast track your journey from unknown to a recognised expert and thought leader! Buy Catriona’s book From Unknown To Expert: How to use clever PR and social media to become a recognised expert. Accelerate your personal brand with the Unknown To Expert Acceleration Pack, packed with media lists, blogger lists, blog posts and media releases formats which have generated millions of dollars in coverage, more than 73 templates and so much more.

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