Reviewed by Prof Nathan Crilly.

Every business wants to be seen as innovative, but in reality, many organisations unintentionally block creativity without even realising it. From rigid hierarchies to unspoken fears of failure, workplace structures often discourage the very thing they claim to value. Instead of fostering bold thinking and experimentation, many companies create environments where employees stick to safe, familiar ideas – leading to stagnation rather than progress.

According to the World Economic Forum’s Future of Jobs Report 2025(Opens in a new window) – based on insights from more than 1,000 employers worldwide – creative thinking, resilience, flexibility and agility are some of the most valued skills among employees today; and their research finds these skills will remain critical in the years ahead too, as the world of work evolves to meet new opportunities.

In a 2023 study by Harvard Business Review Analytic Services(Opens in a new window) (in collaboration with Canva) 96% of respondents agreed that creative ideas are essential to an organisation’s long-term success and performance. However, only 22% said their organisation was ‘very successful’ at identifying creative solutions to business problems.

One of the biggest reasons creative ideas fail to take off in a business context is that they disrupt the status quo. Even when an idea has potential, internal resistance – whether from leadership, risk aversion or office politics – can stifle innovation before it even begins. Without clear support, even the most talented teams will struggle to bring fresh thinking to life.

So, what’s holding businesses back when it comes to embracing creativity – and how can they overcome the barriers that are stopping the creative juices from flowing? Nathan Crilly – academic lead of the Cambridge Advance Online course on Creativity, Problem Solving and Design Thinking – shares some of the common obstacles to creativity in business and offers some practical ways to overcome them.

Barriers to fostering a culture of creativity and innovation

To unlock their true creative potential, businesses first need to recognise some of the most common barriers that are stifling their creativity, according to Professor Crilly.

‘We’ve conducted research that shows people can reflect on their previous creative blocks and use this to overcome similar blocks in future,’ says Professor Crilly, whose research on this topic with psychologist Dr Mariana Neroni was published in the Journal of Creative Behavior(Opens in a new window).

In his six-week online course on creativity and problem solving with Cambridge Advance Online, he explores some of the most common obstacles to creativity:

Fear of failure: The silent creativity killer

One of the most significant creativity blockers is a workplace culture that perpetuates a fear of making mistakes, even small ones that could provide valuable learning. When employees worry that failure will lead to blame or career setbacks, they become risk-averse, choosing safe, conventional ideas over bold, innovative ones. As Professor Crilly explains in more detail in Five ways to boost creativity in your business, companies that celebrate experimentation understand that failure isn’t the enemy – it can be a stepping stone to game-changing breakthroughs.

Lack of psychological safety: When fear inhibits action

People are at their most creative when they feel safe to take risks without fear of judgement. If colleagues worry about looking foolish or facing criticism, they’re likely to hold back their most innovative thoughts. As Professor Crilly explores in Five ways to boost creativity in your business, building a culture of “psychological safety” – where diverse perspectives are welcomed and failures are seen as learning opportunities – is a key step towards fostering true creative freedom.

Rigid hierarchies: When structure becomes a cage

In highly structured organisations, ideas often get trapped in bureaucracy. If only senior leaders have decision-making power, employees lower down the chain may hesitate to speak up with fresh ideas. Innovation thrives when knowledge flows freely, and companies that empower employees at all levels create a culture where creative contributions are valued.

Resource constraints: When innovation takes a backseat

Tight budgets, packed schedules and overburdened teams often mean that creativity takes a backseat in favour of immediate business needs. While efficiency is crucial, breakthrough ideas require time, space and investment. Organisations that provide these resources – whether through innovation labs, dedicated brainstorming time or internal funding – see a stronger pipeline of fresh, creative ideas.

The efficiency trap: When optimisation stifles imagination

Many companies focus so much on refining existing processes that there is little wiggle room left for new ideas to emerge. Streamlining operations is important, but excessive optimisation can result in incremental improvements rather than ground-breaking innovations. Balancing efficiency with creative exploration ensures that businesses can stay ahead of the curve.

‘Understanding blockers like these is the first step towards removing them,’ says Professor Crilly. ‘By fostering a culture where creativity is encouraged, supported and embedded into company processes, businesses can transform challenges into opportunities for innovation.’

Explore in more detail how businesses can stay at the top of their game by learning the art of innovation in this Cambridge Advance Online interview, which lifts the lid on “intrapreneurship”.

How barriers to creativity limit business growth

It goes without saying that companies that are failing to tackle barriers to creativity and innovation risk stagnation, disengaged employees and missed market opportunities. Research from McKinsey(Opens in a new window) shows that innovation leaders generate almost twice as much revenue growth from innovation as their competitors. And yet, many businesses are still prioritising efficiency over experimentation.

Here are just some of the ways barriers to creativity can limit business growth:

• Reduced competitiveness: In today’s fast-moving business landscape, agility and innovation define market leaders.

• Decreased employee engagement: Creativity fuels motivation, yet many employees feel restricted by rigid hierarchies and a fear of failure. Gallup’s latest State of the Global Workplace(Opens in a new window) study found that disengaged workers cost businesses an estimated US$8.9 trillion in lost productivity each year. Without a culture that embraces creative thinking, companies risk losing top talent and suffering from stagnant workplace morale.

• Missed opportunities: The ability to identify new revenue streams, emerging trends and innovative business strategies depends on creative thinking. This reluctance to explore uncharted territory can result in outdated business models and a failure to make the most of market advantages.

• Inflexibility to change: In a world of rapid technological advancement and shifting consumer expectations, resistance to change can be fatal to the bottom line. Companies that encourage adaptability through creative problem solving are better positioned for long-term resilience.

‘Recognising and addressing some of these barriers isn’t just about making space for creativity, it’s about ensuring business survival for the long term,’ says Professor Crilly. ‘Companies that actively embrace risk and empower employees to think differently will drive innovation, remain competitive and shape the future of their industries.’

Read more about Professor Crilly’s creative approach to problem solving in this interview, Problem solve like a pro.

Overcoming barriers to creativity and innovation

In order to encourage innovation to flourish, businesses need to take intentional steps to dismantle the barriers that stifle creative thinking. Creativity doesn’t happen by accident – it thrives in environments where experimentation is encouraged, diverse perspectives are valued and employees feel empowered to challenge the status quo.

Eight strategies for managing barriers to creativity and innovation

Professor Crilly’s course explores some of the ways that businesses can start to remove the barriers that are holding them – and their workforce – back.

1. Promote a culture of experimentation

Encouraging colleagues to experiment without fear of failure is key to unlocking creativity. Managers need to communicate that failure is a natural part of the creative process and that innovative ideas often emerge from trial and error. Celebrating small wins and progress towards shared goals along the way is also important to keep the momentum going.

2. Create a safe space for idea generation

The confidence to express ideas without judgement is a game-changer. By fostering an inclusive culture that encourages constructive debate and welcomes diverse viewpoints, businesses can unlock richer, more impactful creative thinking.

3. Flatten organisational structures

Great ideas can come from anywhere, but rigid hierarchies often prevent them from being heard. Forward-thinking companies empower employees at all levels to contribute ideas by fostering open dialogue and breaking down silos. Cross-functional collaboration and accessible leadership help create a dynamic, idea-driven workplace.

4. Allocate resources for creativity

Innovation requires investment. If employees are expected to deliver creative solutions, they need dedicated time, funding and support – as well as breathing space away from distracting and time-consuming administrative tasks. Whether it’s innovation labs, hackathons or simply providing flexibility for creative projects, organisations must prioritise creativity as an essential business function, not just an afterthought.

5. Emphasise learning and development

Creativity is a skill that can be learned and honed, like any other skill. Businesses that invest in creativity training, like Professor Crilly’s course, equip employees with the tools to think differently. Research shows(Opens in a new window) that organisations prioritising continuous learning are more adaptable, innovative and resilient in the face of change.

6. Encourage cross-functional collaboration

When employees from different departments work together, they challenge each other’s assumptions, combine unique skill sets and generate fresh perspectives. Forward-thinking leaders can facilitate this by breaking down silos, setting up cross-team projects and encouraging knowledge-sharing across the organisation.

‘People from different backgrounds see different kinds of problems and approach them from different perspectives,’ says Professor Crilly in his book on Design Thinking and Other Approaches: How Different Disciplines See, Think and Act(Opens in a new window) – published by Cambridge University Press. ‘Combining those approaches and perspectives can unlock innovation,’ he adds.

7. Make brainstorming a habit, not an afterthought

Creativity shouldn’t be confined to occasional innovation meetings. Structured brainstorming sessions – where all ideas are welcomed without immediate judgement – create a space for colleagues to think beyond their usual scope. Leaders can take this further by incorporating digital collaboration tools, using techniques like systems mapping and analogical reasoning – which are explored in more detail in Professor Crilly’s course. These techniques ensure that brainstorming leads to action, not just discussion.

8. Reward creative thinking in meaningful ways

Recognition fuels creativity. Employees are far more likely to share bold ideas if they know their contributions are valued. While financial incentives can help, meaningful recognition –such as giving innovators ownership over their ideas, showcasing their work or embedding creative thinking into performance reviews – reinforces a culture where taking creative risks is encouraged, not penalised.

Naturally, managers and business leaders can have a direct impact on whether innovation thrives or stalls within their teams. By championing collaboration, fostering a culture of psychological safety and rewarding creative risk-taking,businesses can transform creativity from an occasional spark into a sustained competitive advantage.

Find out what more about what you can expect from Cambridge Advance Online’s course on creativity, problem solving and design thinking in this Q&A with Professor Crilly.

Individual blocks to creativity

To foster a truly innovative mindset, individual colleagues can also play their part by recognising the mental roadblocks that are holding them back. Whether it’s fear of failure, the pressure to conform or the pursuit of perfection, these barriers can be overcome if the right strategies are put in place. By shifting perspectives, co-designing solutions and iteratively testing prototypes, individuals can push past these limitations and contribute more boldly to creative problem solving.

For additional insights, read Professor Crilly’s guide to improving problem-solving skills in business.

Here are some of the other individual blockers that are explored as part of Professor Crilly’s course:

1. Overcoming self-doubt

Fear of failure, imposter syndrome or a belief that creativity is a fixed trait can prevent people from sharing innovative ideas. The key is to shift from a mindset of “I’m not creative” to “I’m still developing my creativity”. Engaging in creative work doesn’t just develop your creative capabilities, but also your creative confidence – a confidence that encourages further engagement and development.

2. Escaping the trap of conformity

The pressure to align with group norms and avoid rocking the boat can make employees hesitant to propose unconventional ideas. Managers can counter this by actively seeking diverse viewpoints, encouraging healthy debate and creating an environment where challenging the status quo is welcomed.

3. Letting go of perfectionism

While high standards can drive success, an obsession with perfection can be paralysing. Perfectionists often avoid risks, fearing that an idea must be flawless before it’s shared. Innovation is built on iteration. Encouraging a “fail fast, learn faster” mentality helps individuals embrace the creative process rather than fixate on a perfect outcome.

Many of these barriers stem from cognitive biases – unconscious mental shortcuts that limit how we frame problems and generate solutions.

‘Many individual blocks to creativity can be understood as systematic biases that restrict an individual’s imagination’, says Professor Crilly. ‘For example, these biases might cause people to only view a problem in one particular way, or cause them to only search within a limited range of possible solutions.’

This concept of restricted searches and how to visualise them is explored in more detail in Professor Crilly’s recently published joint paper with Esdras Paravizo in the International Journal of Design Creativity and Innovation(Opens in a new window).

‘By recognising these mental roadblocks and adopting a more open, experimental approach, businesses can help their people to unlock their full creative potential,’ he adds.

Caption: Some of the cognitive biases encountered in a group context are explored in more detail in Creativity, Problem Solving and Design

Key takeaways: How can your business overcome barriers to creativity?

Overcoming barriers to creativity requires a proactive and multi-faceted approach that combines leadership, culture and wise use of resources. Here’s a final overview of the key strategies Professor Crilly recommends to help unlock creativity and innovation in a business context:

• Foster an inclusive culture: As we’ve seen above, creativity flourishes when diverse perspectives are encouraged. By building an environment where employees feel heard and valued, businesses can unlock a broader range of ideas and innovative solutions. This means actively seeking input from different departments, backgrounds and experiences.

• Encourage risk-taking: Innovation often involves trial and error. Promoting a mindset that embraces risk-taking and experimentation as part of the innovation process is a good first step towards unlocking creativity. Security and safety are key requirements for allowing people to take risks, and so establishing a supportive culture provides the security within which those risks can be taken with confidence.

• Provide development opportunities: Creativity is a skill that can be strengthened with the right support. Offering people opportunities to develop their experiences of creative work builds confidence, which in turn leads to them seeking out more opportunities. Learning and applying a diverse range of approaches and creative processes can equip employees with the tools they need to identify problems, generate ideas and implement innovative solutions.

‘By embedding these principles into daily operations, businesses can help to create a workplace where creativity – and innovation – thrives,’ says Professor Crilly.

Hear Professor Crilly provide more details about why creativity is a key skill(Opens in a new window) needed for businesses today.

Conclusion

Creativity isn’t just about generating ideas, it’s about taking those ideas further and making them happen. As we’ve seen in this article and others in this series, all too often businesses unknowingly stifle innovation through rigid structures, fear of failure or an overemphasis on efficiency. Companies like Google(Opens in a new window), 3M(Opens in a new window) and Pixar(Opens in a new window) remove barriers to change so they can create products that redefine industries, solve problems in unexpected ways and stay ahead of the competition.

Fortunately, creativity isn’t a mysterious talent reserved for a select few; it’s a skill that can be developed and nurtured. By recognising cognitive biases, challenging assumptions and fostering an environment where experimentation is encouraged, businesses can learn how to encourage innovation and creativity in the workplace – and unleash the full creative potential of their teams.

‘Creativity training helps people recognise the range of barriers that are potentially at play and practise the processes, tools and techniques that help us address them,’ Professor Crilly says.

Building a more creative workplace starts with the right mindset and the right tools. Cambridge Advance Online’s six-week course on Creativity, Problem Solving and Design Thinking course provides practical strategies to help generate bold business ideas and bring them to life.

Find out more about Creativity, Problem Solving and Design Thinking.

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