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The Insanely Simple Trick To Keeping Your Customers Hooked

  • Ann LeslieAnn Leslie

The dawn of a new year is the traditional time to revamp ourselves and our lives. But does your business need a makeover too? If your mailing list is not bursting at the seams, maybe it’s time to shake things up.

The pace of change in the business world is breathtaking.

Are your competitors moving relentlessly forward?  Are your customers becoming ever more challenging to satisfy?   We all know the answer to those questions!

Customers are increasingly savvy and demanding – they want experiences.  They want ‘fresh’, ‘new’, ‘unique‘.  They want to be entertained.

But at the same time they want higher perceived value and cheaper prices.

We need to work harder than ever to satisfy those needs and make a profit.

Our business needs to constantly adapt.

It’s Not About ‘Keeping up’. It’s About Survival.

Our old friend and creative thinker Edward de Bono put it rather well when he said :

“As competition intensifies, the need for creative thinking increases.  It is no longer enough to do the same thing better . . . no longer enough to be efficient and solve problems.”

We also know that the cardinal sin in business and marketing is to be boring!

This means that we’re squeezed from all directions, needing to create ever more innovative products and services to keep our customers happy, and also market them in a fresh and clever way.

So what’s the solution?

We could take our cue from the musical ‘Chicago’: razzle dazzle ’em and they’ll beg you for more!”

And this is where creativity comes in.

Is Your Business Stuck In The Stone Age?

Creativity in business is not only the domain of the artist, crafter, designer, blogger and so on.

It’s also necessary for businesses we would not think of as naturally ‘creative’ – accountants, lawyers, concrete manufacturers.  All types of businesses now need to use creativity to gain a competitive advantage.

Even ordinary day-to-day tasks – such as finding a blog post topic or a new supplier of widgets – sometimes need a boost of creativity to sweep us along through the to-do list with less effort and angst.

And have you noticed that ‘creativity’ has definitely been the buzzword of the year?

Having branded myself as the ‘Creative Business Coach’ for many years, I would love to think I started the trend, but I don’t think I can take the credit for it.

Examples of creativity are all around, and sometimes it’s easy to feel that our business is missing something and we will struggle to be seen amongst the masses.

So, what is creativity exactly? And what does it have to do with business?

Just about everything, actually. But first things first.

What is Creativity?

The Oxford English Dictionary definition of ‘creative’ is “involving the use of the imagination or original ideas to create something”.

Simply put, creativity means breaking out of ‘normal’ patterns and usual ways of seeing/doing things.

Creativity is needed for innovation, and we need constant innovation to improve and move our business forward so that it stands out in a sea of competition.

“Creativity can solve almost any problem.  The creative act, the defeat of habit by originality, overcomes everything.”   (George Lois)

The phenomena of Creativity and Innovation are actually as old as Time.  To quote an unknown source, “the stone age didn’t end because they ran out of stones”!

But we haven’t tried to define and analyse them quite so closely until recent years.

However, there have been numerous studies on ‘creativity’.  More than 40 different investigations show that creativity enhances mental health – so it is not only essential for our business but good for our personal health too!

How Do You Become More Creative?

OK, so we acknowledge that we need to become more creative, both for our own good and our business success.  Where do we start?

Well, everyone is potentially creative. But, we might need to draw out (pun intended) our natural capability – or enhance it – to become everything we can be.   Luckily this is not too difficult for individuals to do.

To Borrow A Phrase From L’Oreal – Here’s “The Science Bit”

Researchers at the University of California have discovered how anyone can train their brain to increase their creativity. It seems that when the frontal-lobe ‘gatekeeper’ relaxes, the brain is able to make more connections, paving the way for a ‘creative spark’ or flash of insight.

So, finding ways to distract the ‘gatekeeper’ and make more insightful connections is the key to boosting creativity.  There are simple, practical ways to do this.

We can start by removing the blocks to creativity and allowing it to blossom.

The blocks may be caused by any number of daily occurrences such as severe time pressure, constant interruption, panic, anger.

Then there’s the fear, which can totally put a stranglehold on creativity if we let it.

Fear of making mistakes, fear of looking stupid. (Tell me about it!  Do you know how long it’s taken me to write this post?)

And finally, criticism – of ourselves, our colleagues, our ideas.

“Creativity is allowing yourself to make mistakes.  Art is knowing which ones to keep.” (Scott Adams)

Removing – or controlling – as many blocks as possible can pave the way for more productive brainstorming.

Could This Be The Secret Code To Unlocking Your ‘Unfair Advantage’?

The next step is to use ‘creativity enhancers,’ which help to boost our overall creativity and, in turn, make our business more competitive.

Here are just a few of the simple, everyday techniques we can employ (from my 20-point Creativity Checklist) based on the scientific research :

  • The colour blue was found to double creative output. Don’t want to paint your office blue?  Try adding blue accessories, flowers or stationery.
  •  Have a business problem to solve? Take a brisk walk in nature and allow your mind to wander freely.  A view of the ocean particularly expands thinking.
  •  Brainstorm in front of a light bulb. This clichéd symbol of creativity actually does prompt flashes of insight!
  •  Combining a focused task (mulling over ideas for a blog post) with a mundane task (sorting out the sock drawer) flexes your creative ‘muscles’.
  •  Need to come up with an idea for a new product or service for your business? Take a shower. This is another cliché but is based on real evidence that the ‘gatekeeper’ brain relaxes.
  •  Focus your attention on one project until completed.  Multi-taskers take 50% longer to complete a task and make 50% more errors (source: ‘Brain Rules’ by John Medina)

What Can A Bubble Bath Teach Us About Creativity?  (It’s Not What You Think)

The good news is that to be creative in our business, we don’t always have to completely ‘reinvent the wheel’.

Maybe something new doesn’t need to be totally original – just new to that person (your audience, prospect, customer).

Often the most creative new products/ideas are those which combine two or more concepts from differing backgrounds into one.

To pick just one example from many  – take the British cosmetic & skincare company ‘Soap & Glory.’

Nothing new about soap or bath products of course. But the makers have cleverly hooked into a growing trend for all things vintage, whilst being bang on trend.

They look backwards in time for their ethos and packaging, but also combine that with the current fashion for ‘punny’, sassy  slogans – resulting in products with names such as ‘You Do The Bath’ and ‘Rich & Foamous’.

Add the ‘Endless Glove’ hand cream, the ‘Supercolour Fabulipsticks’ range and the ‘Sit Tight’ body-firming cream (!) and you have a fun, fresh, winning formula.

The creative spark runs throughout the ideas for the products themselves, the branding and the marketing as a whole.

They even have a ‘Wish List’ function enabling customers to save their favourite products and email the list to their friends & family requesting Christmas/holiday gifts!  The former is not new – Amazon has done this for years. The latter is a newer and audacious idea, which no doubt results in their product sales skyrocketing around Holiday season.

Better still, the ‘Wish List’ sign up process includes an opt-in form, and – yes, you’ve guessed it – builds Soap and Glory’s mailing list, the Holy Grail for every self-respecting marketer.

Soap and Glory Wish Upon a List


We’re talking about physical products in this example, but the principles can be – and should be – translated to the promotion of online and electronic products too.  Even to the branding/marketing of service businesses.

This is what creativity is about in practice: finding a growing trend, combining two (or more) concepts, translating something from one area to another, subtracting, adding or adapting something to come up with a unique idea that your customers will clamour for.

The bottom line is that if you want to add to your bottom line, your business needs to quench consumers’ insatiable appetite for ever more unique and ‘zingy’ shopping experiences.

Are you ready to give them what they crave?

“Ideas Are Like Rabbits.  You get a couple and learn how to handle them, and pretty soon you have a dozen.”  (John Steinbeck)


Take a real business problem you need to solve or a project which needs creative input, have a go at using those ‘creativity enhancing’ techniques above, and let me know how you get on with giving your business a creative boost in the comments section below.   I’d love to hear what great ideas you come up with!

18 thoughts on The Insanely Simple Trick To Keeping Your Customers Hooked

Susanne Morrone

I enjoyed your writing style, perspective as well as the examples of creativity. (Made me think of great comedians who stood out for their unique approaches to comedy.) What I gathered from the business side, is have your solid operations and systems down, but maintain the unique, creative “you” in presentation, development and feel which will draw those you are meant to serve.

Ann Leslie

Many thanks for your comment Susanne.

Yes, absolutely. Having the solid ‘core’ of the business in place and then leaving space for the creative ‘ad libs’ is the perfect combination, allowing our unique personality to shine through our offerings.


Great article, confirms why I’m more creative in certain environments, and how important it is for me to go into that space on the regular.

Thank you!


Ann Leslie

Thank you for your kind comment.

It’s sometimes difficult to carve out that ‘space’ in our busy day, but it sounds as if you have proved that it does work and is worth finding the time.


This is exactly what I did when I wrote my book, 62 Blog Posts to Overcome Blogger’s Block. I wanted to write a book that combined the two things I love most: writing and blogging. I found a blog post that listed 50 types of blog posts, and I said to myself, “If this person hasn’t written this book; I’m going to write it.”

I researched the author of that post. Did not see anything. And my book is currently available on Kindle and will soon be published. So, no, you do not have to reinvent the wheel. But you do need to use your creativity to spot or create opportunities .

Ann Leslie

Hi Marcie, thank you for your comment.

Great that you spotted the opportunity, and yes – creatively brainstorming around the ‘gap in the market’ is the key to coming up with something innovative which will fill a need.

Good luck with your book 🙂


A really simple way to get the creative juices flowing in your life and work is to engage in a new creative activity. Not with the intention of producing anything fantastic (although that might happen), but with the intention of immersing yourself in the creative process and lighting up that part of yourself. E.g. learn to paint, learn to sing, write your intentions for work life into a poem, go to an expressive movement class or drum circle, knit, grab your kids old crayons and colour a mandala, make a collage with paper and scissors or an online app. Anything that sparks your interest but you’re not used to doing.

Ann Leslie

Hi Pamela, many thanks for your comment.

I couldn’t have put it better myself!

Yes all those ideas are fantastic ways to increase creativity.

Often, people assume that these sorts of activities have nothing to do with business, but exercising our creativity using those techniques can translate directly to more innovation in the business arena.

Pretty website by the way!

Nell Foster

Thanks for the article Ann – it’s nice to read someone touching on creativity in business. For me, it’s nature & everything around me. I work in my shed which is in the garden. I live 7 blocks from the beach so I totally high five on that one. I get lots of creative stimulation when I’m on a walk & carry a little notebook & pencil with me. Everywhere you look, there’s something to see!

Ann Leslie

Hi Nell, thank you for the kind comments.

Oh wow! How wonderful to work in such surroundings and have a 2 minute commute to the ‘office’ 🙂

Corey Pemberton

Nice article, Ann! I definitely think creativity is underrated is an underrated asset in any potential business success. People have this notion that creativity is reserved for a select few, and that they just don’t fit the type.

I find all of that self-defeating and just not true. I think anyone can be creative; I’ve found that reading a lot really helps me make connections I wouldn’t have imagined before.


Ann Leslie

Hi Corey, Many thanks for your comment.

I agree. Reading something outside of our normal reading material which expands the ‘comfort zone’ particularly creates more connections.

Steve Roy

Hi Anne,
Interesting post here and it reminds me of Ash Ambirge’s (TMF Project) philosophy about personality and creativity. She is all about being unique and is the farthest thing from boring. She actually once told me that vanilla equals death online and it’s so true.

There are so many blah blogs/sites out there and they are easily forgotten. This is a good reminder that we must stand out and make a real impression on our readers!!


Hello Anne…fabulous post. A good reminder to all of us to do something different

Ann Leslie

Hi Jayashree,

Many thanks for your kind comment.

Godwin Ifeanyi

Hello Ann,

When it comes to business, creativity is very essential if you don’t want to keep doing your competitors any favors (read: losing your customers).

In my humble opinion about creativity, i don’t think one needs external factors like blue colours, taking a walk, having a shower, brainstorming in front of a lightbulb, etc. Why? Because creativity is solely a function of the brain ( or mind) and i don’t see how a lightbulb, or a blue flower can constructively interfere with the mind’s processes (no pun intended).

For me, creativity comes very easy- in a dark room, in a lighted room, in an environment filled with noise, etc, and i’ve come to associate creativity with a certain thinking pattern each individual has been thinking throughout the years from childhood.

You said, creativity is all about making connections. Yea, i agree. The Brain’s connection is all about bringing problems and solution into harmony with each other, and this is where many people go wrong. How will the brain provide an adequate solution to a problem if the problem is not clearly defined? I’ve found out that when an individual clearly defines his/her problems, and think about it for a significant period of time, creativity follows regardless of the external environment. If this is not done, all the showers, walking, lightbulb & blue colour won’t matter.

In conclusion, when one clearly and accurately defines her problems, and broods over it for quite a while, the brain will generate suggestions on how to go about it. When such suggestions are carefully evaluated against that individual’s goals and objectives, creativity is said to have taken place.

I definitely agree that creativity is extremely important in business these days. The point of disagreement is just one of methods.

Your post is a Great reminder.


Ann Leslie

…and I should have said also that of course what works for each individual is the best method to use.

Thanks again for your insightful comment.

Ann Leslie

Hi Godwin,

Thank you for your comments. You are absolutely right about needing to define the problem properly before attempting to solve it.

Regarding whether the techniques work – the theory is that anyone can enhance their creativity, even if not supposedly ‘creative’ by nature, and some scientific studies have shown that these types of techniques do work.

My post is based on information in research studies where scientists demonstrated that subjects were more creative (as measured by imaging of the increased brain connections) during the types of situations/activities I mentioned.

I then encapsulated the scientists’ results in ‘everyday’ simple, quick, techniques which anyone could use to enhance creativity to benefit their business brainstorming.

Having a very ‘creative’ sector background but also Science A Levels, I find the combination fascinating, so I highly recommend books such as ‘Imagine’ by Jonah Lehrer , and there was a riveting BBC TV programme last year about the subject.

If you would like to read further, I explain more and cite the original studies in my blog post

But of course you are right to say that some people are innately creative and don’t necessarily need any ‘tools’ to help them 🙂

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