duncan wardle - set your Creativity Free inside The Imagination Emporium
In a world increasingly dominated by artificial intelligence and rapid technological change, the most valuable skills might not be what you expect. According to Duncan Wardle, the former head of innovation and creativity at Disney, the most employable skills of the next decade will be "imagination, creativity, curiosity, empathy, and intuition" – precisely the human qualities that AI struggles to replicate.
During our fascinating conversation, Duncan challenged conventional definitions of creativity. Rather than limiting creativity to artistic pursuits like writing music or painting, Duncan defines creativity simply as "the ability to have an idea" – something we all do hundreds of times daily. The real challenge, he suggests, is innovation, which he defines as "the ability to get it done." This refreshing perspective democratizes creativity, making it accessible to everyone regardless of job title or industry.
One of the most profound insights Duncan shared involves understanding why we rarely have our best ideas at work. He explained that when we're in "busy beta" mode – answering emails, attending meetings, completing tasks – the door between our conscious and subconscious mind remains firmly closed. Since our conscious mind represents only about 13% of our brain's capacity, we're essentially cutting ourselves off from 87% of our creative potential during our workday. That's why brilliant ideas so often strike in the shower, while driving, or during other relaxed states when that metaphorical door swings open.
Duncan has developed practical tools to help people access their creative potential, many of which are featured in his book, "The Imagination Emporium." One powerful technique involves the language we use during ideation sessions. He demonstrated how replacing "no, because" responses with "yes, and" thinking dramatically transforms the energy and outcome of brainstorming. While "no, because" rapidly shrinks ideas and discourages participation, "yes, and" builds momentum, creates ownership, and develops concepts that might otherwise never emerge.
Another fascinating tool Duncan introduced was the "What If" technique, originally created by Walt Disney himself. The process involves writing down the rules of your industry or challenge, then deliberately challenging them with provocative "what if" questions. The more outrageous the question, the further you jump out of your "river of thinking" – your expertise and experience that can sometimes limit innovation. This technique led to the creation of Disneyland, Netflix, and countless other revolutionary ideas.
Perhaps most importantly, Duncan emphasized that organizations need clear delineation between "expansionist" sessions (for generating ideas) and "reductionist" sessions (for evaluating them). Without this distinction, critical thinking frequently crushes creative potential before it has a chance to develop. By creating dedicated spaces – whether physical or temporal – where evaluation is temporarily suspended, teams can generate far more innovative solutions.
For anyone looking to enhance their creative capacity, Duncan's advice is refreshingly straightforward: be playful. The most naturally creative people are children, unburdened by the constraints adults place on themselves. Creativity is a muscle that strengthens with use but atrophies through neglect. By incorporating tools like "yes, and" thinking, "what if" questioning, and purposeful play into our work lives, we can reclaim our innate creative abilities and prepare for a future where human imagination remains irreplaceable.
