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Creative Bravery in Leadership: Transforming the Ordinary into the Extraordinary





Adapted from Talk at UAL: Central Saint Martins and Birkbeck Business School joint MBA program on 25th October, 2024







In a world defined by constant change, uncertainty, and disruption, leaders today face the challenge of steering their organizations through uncharted territories. But it’s not enough to simply react to the times—leaders must also embrace creativity and boldness, pushing boundaries and transforming the ordinary into the extraordinary. This idea, which I call Creative Bravery, has guided my journey over the last 20+ years, from global marketing roles at Microsoft to founding Unknown Origins and publishing Creativity Without Frontiers. It’s a philosophy that’s helped me navigate complexity, nurtures innovation, and challenge conventional thinking. And it’s a framework I believe the next generation of leaders must adopt to succeed.


Recently, I spoke to students at the joint MBA program at Central Saint Martins and Birkbeck Business School about what it means to lead with creative bravery. Here’s what I shared about my journey, the principles I’ve learned along the way, and how you, too, can embrace this approach to leadership.


The Early Days: Embracing Risk and Pushing Boundaries

Leadership didn’t always come naturally to me. In my early career at Microsoft, I quickly found myself in roles where I had to navigate complex global challenges. I led marketing strategies across 191 countries, managing teams in a high-stakes environment. The pressure to deliver results was immense, but I soon realized that playing it safe wasn’t the answer. To truly innovate, I had to take risks and think beyond conventional approaches.


A defining moment came when I led a creative transformation at Microsoft. It wasn’t enough to maintain the status quo—we had to rethink how we engaged with customers and innovated our products. It was a lesson in pushing boundaries, and it reinforced my belief that real leadership requires Creative Bravery. This means not just following the playbook but rewriting it entirely, even when the path ahead is unclear.


When I founded Unknown Origins, this idea became even more critical. We built a culture centered on creativity, risk-taking, and originality. We embraced uncertainty and saw challenges as opportunities for innovation. This wasn’t just a business strategy—it was a way of leading, and it continues to define how we approach everything we do.


The Principles of Creative Bravery in Leadership

Through my experiences, I’ve developed several key principles that guide my leadership style. These principles have helped me navigate complex environments and remain adaptable in the face of change. Here’s what I shared with the MBA students about leading with creative bravery:


1. "Ridicule Is Nothing To Be Scared Of"


One of the first lessons I learned is that if your ideas are ridiculed, you’re probably on to something bold. Early on at Microsoft, some of my strategies—focused on reshaping how we approached global markets—were met with skepticism. Yet those ideas were pivotal in helping us redefine customer engagement.


It reminds me of Steve Jobs, who was often mocked for his obsessive focus on design and user experience. But that same focus transformed entire industries. Jobs’ story is a powerful example of creative bravery in action: being willing to challenge the status quo, even when others doubt you.


2. Never Be "Another Brick in the Wall"


Creativity requires breaking away from conformity. In my career, I’ve always pushed for innovation, whether in leading global marketing at Microsoft or building Unknown Origins from the ground up. We live in a world saturated with sameness, and the only way to truly stand out is to offer something unique.


Consider Henry Ford—he didn’t accept the manufacturing processes of his time. Instead, he revolutionized the industry with the assembly line, making cars accessible to the masses. Ford’s decision to break from the mold was a defining moment in industrial history, and it serves as a reminder that real progress comes from standing out, not blending in.


3. Lead Without Frontiers


To lead without frontiers is to venture into the unknown with confidence. This has been a guiding principle throughout my career. Whether it was managing global initiatives at Microsoft or taking the leap to found Unknown Origins, I’ve always believed in the importance of pushing into uncharted territory.


Nelson Mandela exemplified this type of leadership. His decision to embrace reconciliation over revenge after apartheid was an act of creative bravery, one that required immense courage. Mandela’s leadership reminds us that the most impactful leaders are those who challenge norms and redefine the future.


4. Provoking Actions That Change Minds


Leadership is about more than just managing teams—it’s about inspiring people to think differently and challenge existing norms. At Microsoft, we constantly pushed boundaries, seeking innovative ways to communicate value and provoke actions that would lead to meaningful change. At Unknown Origins, we take the same approach, prioritizing creativity as the driving force behind everything we do.


Maya Angelou didn’t fit into conventional molds, but her poetry and activism shifted perspectives and inspired millions. Her creative bravery lay in her ability to provoke thought and inspire action, pushing people to rethink their assumptions. Leaders must do the same: challenge the status quo and provide new perspectives that move the world forward.


5. Total Dedication to Your Craft: Lessons from Daniel Day-Lewis


In addition to thinking creatively, great leaders demonstrate total dedication to their craft. I’ve always believed that success requires a deep commitment to excellence—whether it’s in product development, team management, or personal growth. This is something I’ve practiced throughout my career, and it’s a philosophy I’ve seen exemplified by Daniel Day-Lewis.


Day-Lewis is known for his method acting, fully immersing himself in roles and refusing to settle for mediocrity. His dedication to his craft is a form of leadership in itself, and it’s something we can all learn from. Like Day-Lewis, we need to strive for excellence, push ourselves beyond our comfort zones, and fully commit to what we do.


6. Keep True to the Dreams of Your Youth


Pablo Picasso said that every child is an artist, but the challenge is remaining an artist as we grow up. I’ve found this to be true in leadership as well. Maintaining a sense of wonder and creativity throughout your career is essential. When I founded Unknown Origins, it was a way to reconnect with the youthful curiosity and boldness that sparked my passion for creativity.


Walt Disney embodies this idea. He never let go of his childlike imagination, building an entertainment empire that continues to inspire generations. Disney’s creative bravery lay in his ability to see the world through fresh eyes, and as leaders, we must do the same. Stay curious, stay imaginative, and let that creativity fuel your leadership journey.


Learning from Setbacks: The Value of Resilience

Leadership is rarely a straight path. Throughout my career, I’ve faced setbacks, whether it was navigating the complexities of global marketing at Microsoft or building something entirely new with Unknown Origins. But I’ve learned that these challenges are often opportunities in disguise.


Resilience is one of the most important traits a leader can have. Andrew Carnegie, for instance, faced numerous failures before becoming one of the most successful industrialists in history. His story, like mine, is a reminder that setbacks are part of the journey, and they often lead to even greater success if you stay committed and adaptable.


A Call to Action: Lead With Creativity and Resilience

As I concluded my talk, I left the students with this message: Creative bravery is not just about boldness—it’s about leading without boundaries, embracing challenges, and trusting your vision. My own journey has been shaped by moments of risk, doubt, and resilience, and those are the moments that have defined me as a leader.


If you want to dive deeper into the principles of creative bravery and learn how to apply them in your own life, I encourage you to read my book, Creativity Without Frontiers. It’s a manifesto for leaders who want to push boundaries, challenge the status quo, and create meaningful change. You can also access my full lecture and voice recording from the MBA program at Central Saint Martins and Birkbeck Business School, where I delve deeper into these concepts and share more insights here:



The world doesn’t need more leaders who play it safe. It needs those who are willing to push into uncharted territories and create something extraordinary. So I challenge you: Define your own leadership principles, embrace creative bravery, and lead without frontiers. The future is yours to shape.


The joint MBA program at Central Saint Martins and Birkbeck Business School combines creative thinking with strategic skills, preparing leaders to drive innovation and change. Learn more here.


Unleash Your Creativity – Read "Creativity Without Frontiers" Today!





















Creator

Roy Sharples, Founder and CEO of Unknown Origins, is in the fight against the epidemic of unoriginality by unleashing creative bravery. Author of "Creativity Without Frontiers: How to make the invisible visible by lighting the way into the future."









Attitude. Imagination. Execution.


Unknown Origins Creative Studios. All rights reserved © copyright 2024


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