Nora Herting, Founder & CEO of ImageThink.
I’ve always had a bias toward efficiency. I like to move fast. Life is exciting, and there’s so much to do. For as long as I can remember, I’ve been drawn to the energy of action—checking things off, hitting deadlines, pushing forward. In the corporate world, this mindset is often celebrated: more tasks completed, more projects shipped, more measurable output. Productivity is king.
But over the years, I’ve learned that the straightest line isn’t always the fastest path, especially when it comes to creativity.
This lesson came into focus early in my career, in a moment that forever changed how I think about work.
I was a graduate assistant for a celebrated installation artist who was preparing for a museum show in Paris. For two weeks, I worked alongside another one of her assistants, meticulously carrying out the artist’s instructions. We arranged objects, moved materials and completed what we thought were final steps. But each day, she would return and change everything.
At first, I was frustrated. It felt like we were spinning our wheels and redoing work that had already been done. I voiced my concerns to my colleague, who gently helped me see a perspective I hadn’t considered: We were an extension of the artist—this was her creative process.
That realization was transformative. She wasn’t indecisive or disorganized. She was exploring, refining and allowing the work to evolve. The changes weren’t a waste of time; they were part of getting to the final vision. Creativity, I learned, is often nonlinear. It thrives in the in-between spaces—the pauses, the iterations, the willingness to take a step back and reconsider.
This isn’t just true in the art world. It’s true everywhere. In business, we’re conditioned to prioritize speed and efficiency. We focus on the metrics we can measure: productivity, output and return on investment. But creativity—the source of true innovation and lasting impact—doesn’t always fit neatly into a spreadsheet. And if we’re not careful, we risk optimizing our way out of the very breakthroughs that move us forward.
So, how do we balance the drive for productivity with the need for creativity? Here are three principles I’ve found helpful for leaders navigating this tension:
1. Make room for uncertainty.
Creativity flourishes when there’s space to think, explore and iterate. It’s uncomfortable—and often inefficient—to linger in ambiguity, but it’s where new ideas take root. As leaders, we need to normalize this process. Build in time for reflection, unstructured brainstorming and what might feel like “slowing down.” Protect that space, even when deadlines loom.
2. Think in loops, not lines.
Productivity tends to follow a linear model: Greater input leads to greater output. But creative work is cyclical. It requires revisiting ideas, gathering feedback and making adjustments. Leaders who value creativity must be willing to step off the straight path and embrace the loop: Test, refine, rethink. Ask your team, “What might we be missing by moving too quickly?”
3. Hold the urgency. Honor the process.
Yes, deadlines matter. Yes, speed is important. But urgency without honoring the creative process can lead to burnout, disengagement and missed opportunities. The best leaders know when to push and when to pause. During high-pressure projects, check in regularly: Do you have the space to think? Are you aligned on what really matters? Sometimes a shift in perspective is all it takes to unlock something new.
Looking back, I’m still the person who likes to move fast. I’m still energized by the excitement of getting things done. But I also know that some of the most meaningful moments—in art, in business and in life—come when we give ourselves permission to slow down, reconsider and try again.
Productivity and creativity aren’t opposing forces. They’re partners in progress. By embracing both, we can unlock our full potential and discover the ideas that truly change the game.
So, the next time you’re racing toward a finish line, pause and ask: Where might a detour lead to an even greater breakthrough? Sometimes, the straight line isn’t the fastest path. It’s the winding road that takes you somewhere entirely new.
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