Creativity isn’t about playing it safe—true innovation requires courage, discomfort, and risk. Great ideas actually emerge from moments of fear and uncertainty.

Creativity and fear are inseparable. In all my years working in creative fields—from advertising to media to brand strategy—one truth has stood out: if your idea doesn’t make you at least a tiny bit uncomfortable, if there’s no fear of criticism involved, it’s probably not original, creative or bold enough. I often say, “Great creative ideas should make your palms sweat.”* Now, I’m not saying that every creative idea results in moist palms, but it should elicit a tingle, an awareness…a Spidey Sense (if you’re into the whole Marvel Universe) that signals that something special is happening.

Fear isn’t a threat to the creative process, it’s essential to its success. That fear—the anxiety that creeps up just before you present an idea, launch a new product, or take a creative risk—is often what separates ordinary work from something extraordinary. Creativity without risk is just repetition, and it’s the courage to embrace discomfort that leads to innovation.

The Fear of Failure – Creativity’s Biggest Obstacle

The number one reason people hold back from being creative is fear. Fear of failure, fear of judgment or ridicule, fear of being too different. We often choose the familiar because it’s safe and predictable. But true creativity thrives when we push beyond that comfort zone.

In organizations, fear manifests itself in many ways. People are afraid of how their ideas will be perceived. They worry about their colleagues’ or boss’s reactions. Many water down their boldest ideas because they’re seeking approval when challenging the status quo. But the fact is, most people can’t envision how an idea will be shaped into reality. They simply aren’t equipped to judge.

Take, for example, Apple’s 1984 Super Bowl commercial. The entire board thought it was too risky—too bold for its time. Ridley Scott’s direction, the dystopian imagery, the direct attack on conformity—these were all uncomfortable concepts for a tech company trying to break into the mainstream. Steve Jobs had to fight to keep it on air, and it almost didn’t make it. But the risk paid off. The ad is now iconic and marked a turning point in advertising history.

Similarly, Dove’s Real Beauty campaign faced internal resistance because it challenged the conventional portrayal of beauty in advertising by depicting women of all shapes and sizes. The team was worried it would alienate customers who were used to seeing idealized beauty standards. But by pushing through that fear, Dove not only redefined its brand, but also grew its market share, turning an uncomfortable idea into a marketing revolution.

Embracing Discomfort as a Creative Compass

Discomfort, as it turns out, is a key indicator of creativity. It’s easy to stay in the realm of what’s known and accepted, but great ideas often live outside those boundaries. In fact, the moment you start feeling uncomfortable about an idea, that’s the signal you’re onto something worth exploring.

Creative anxiety is a common experience—those moments of doubt when you wonder if an idea is too far outside the box. But I’ve found that the ideas I’m most nervous about presenting are often the ones that make the biggest impact.

Take Nike’s Just Do It campaign. Today, the campaign is a beacon for just how powerful a brand value message can be. But at the time, Nike’s focus was primarily on athletes. The campaign took a risk by appealing to a broader audience with an emotional, motivational message. It wasn’t about shoes anymore—it was about personal achievement. That decision to step away from a product-driven message was a gamble, but it paid off with immense brand growth.

Mattel reimagined Barbie with a live-action film directed by Greta Gerwig, a bold move that risked alienating traditional fans. The film’s massive success, generating over a billion dollars at the box office, revitalized the brand and introduced Barbie to a new generation.

The Small Brand Advantage

Then there’s the problem of larger brands being too afraid to disrupt their own status quo. The bigger the company, the more layers of approval, and often, the more diluted the creativity becomes. Many large companies develop bureaucracies that appear to exist simply to maintain the status quo, rather than fostering an environment where risk and creativity are encouraged. This is exactly where smaller, more agile brands have an advantage—they can take risks to capture market share from more established players.

While larger companies are often trapped in bureaucracies that prevent risk-taking, smaller companies can thrive by embracing creativity. They’re more nimble, more willing to take chances, and often more driven to challenge the status quo. Creativity becomes a survival tool in their quest to capture market share.

Liquid Death, a new brand selling canned mountain water, used edgy, irreverent humor and a punk-rock aesthetic to differentiate itself in the competitive beverage market. With campaigns like a heavy metal anthem about plastic waste, the brand risked alienating mainstream consumers and retail partners. However, the bold approach paid off as Liquid Death built a cult following, expanded into major retail chains, and significantly boosted sales, proving that risk-taking can help a small brand carve out a niche against industry giants.

The reality is that failure and risk are part of the process. Frederick Smith received a low grade on the term paper he wrote while attending Yale University that outlined the concept of an integrated system for urgent, time-sensitive shipments. But he persevered and turned that paper into the business plan that eventually became FedEx. His idea was deemed impractical, but Smith had the courage to push it forward, and FedEx revolutionized the shipping industry.

The next time you come up with a bold idea and feel that nervous energy building up, remember—if your palms aren’t sweating, you’re not pushing yourself hard enough. Creativity is about stepping into the unknown, taking risks, and embracing the fear that comes with it. After all, it’s that discomfort that signals you may be on the verge of something truly great.

* Full disclosure. I heard a similar phrase used by a creative director, whose name escapes me, back in the late 1980’s. If anyone out there can find the source, please let me know.

Sources:

• Harvard Business Review, “Risk-Taking and Creativity in Organizations”
• McKinsey, “Innovation and Business Growth Study”
• University of Scranton, 2018 Study on Fear of Failure
• World Economic Forum, “Top Skills for 2020”