I have written a lot about failure. It’s something of a fascination for me. I am in a constantly evolving process with failure. When does failure become a success? Are there any true failures or is it just an endless process?

A recent article in Nature Human Behaviour tackled a fascinating paradox: why does creativity thrive in environments that embrace failure, yet so many institutions and businesses resist risk? The piece highlights that while everyone celebrates the idea of innovation, most are terrified of the chaotic, uncertain process it requires. This tension isn’t new, but it’s become more urgent in a world demanding rapid adaptation and creativity. 

This reminds me of the story of 3M’s Post-it Notes, one of the world’s simplest yet most transformative inventions. The adhesive—weak enough to peel off easily—was developed by Dr Spencer Silver in 1968, but no one at 3M thought it was useful. It wasn’t until six years later, when his colleague Art Fry used the adhesive to bookmark his hymnal without tearing pages, that the true value emerged. Even then, 3M’s executives were sceptical. It took years of trial-and-error marketing before Post-it Notes became a global phenomenon, proving that messy, iterative processes can lead to the most elegant solutions.

This is exactly the kind of mindset today’s businesses, creatives, and educators need. Yet, embracing failure and iteration feels counterintuitive in a world obsessed with efficiency and perfection. So, how can we rethink the way we approach challenges to unlock true creativity? 

Applying the IDEA Model to the Creativity Paradox 

Inform: Change the information people have 

The first step is shifting the narrative around failure. Businesses and schools often frame failure as something to avoid at all costs, but this limits exploration. Sharing stories like the Post-it’s accidental success or Pixar’s “ugly baby” concept (where every movie begins as a messy draft) can help reframe failure as a necessary step toward innovation. Leaders need to inform teams that creativity isn’t linear—it’s a spiral of experimentation. 

Develop: Change people’s abilities by teaching them 

Creativity thrives when individuals have tools and confidence to explore. This means fostering environments where people can learn design thinking, improvisation, or even sketching—methods that encourage iteration and play. Workshops on visual thinking, for instance, can help teams map ideas, connect dots, and communicate abstract concepts effectively. 

Enable: Help them change course and make the right decisions 

Once the tools are in place, systems need to support creative risk-taking. This might involve creating “innovation labs” where teams can test ideas without fear of repercussions or implementing policies that reward experimentation, even if it doesn’t immediately succeed. Just as 3M eventually backed Fry’s Post-it idea, organisations need mechanisms to recognize the potential in the unexpected. 

Animate: Bring the stories to life. Change hearts and minds 

Stories have the power to humanize the messy process of creativity. Sharing narratives about how a team turned a failed project into a breakthrough or how an individual learned from mistakes can inspire others. Animation, storytelling, and visual communication can make these lessons visceral, embedding them in culture. 

The Joy of Iteration: Making Messes and Connecting Dots

Creativity isn’t about waiting for perfect ideas to arrive; it’s about rolling up your sleeves and embracing the mess. Think of the Post-it’s journey: it started as an adhesive that was “too weak to be useful” but became invaluable because someone saw potential in its flaws. Whether you’re brainstorming ideas for a new product, tackling a strategic challenge, or even redecorating your office, iteration and play are your best friends. 

One way to embrace this is to use tools like mind maps or collaborative whiteboards. Start messy. Let connections reveal themselves over time. It’s in this playful state that breakthroughs often occur. 

How does your organization approach creativity? Are you celebrating iterative thinking or stuck chasing perfection? Take our Presentation Pulse Scorecard Quiz to find out. It’s a quick, engaging way to assess how well your team communicates and innovates—and discover where you can embrace more creativity in your process. 

The next time you’re staring at a blank page, remember this: every Post-it Note was once an idea no one believed in. Innovation isn’t about avoiding failure—it’s about leaning into it, one messy, glorious iteration at a time.