the creative act: a way of being

“To create is to bring something into existence that wasn’t there before.”

Ever thought to yourself, "I'm not creative"? Or been unsure of how to bring your creative side into your daily work? If so, Rick Rubin’s book, The Creative Act: A Way of Being, might offer you a fresh outlook.

Rubin challenges the idea that creativity is a magical trait possessed by a select few or limited to artists, musicians, and writers. Instead, he contends that creativity is a universal quality we all possess and can be integrated into any environment, including the workplace. Rubin offers a simple and compelling four-part framework -collect, experiment, craft, and complete- to unlock your creative potential, even when you believe it’s out of reach.

“To create is to bring something into existence that wasn’t there before.” 

The Four-Step Creative Process

1. Collect. The creative journey starts here. It’s about gathering seeds of inspiration without judgment—observing the world with curiosity and drawing ideas from everywhere: nature, art, books, even other industries. The goal isn’t to find the “best” idea right away, but to broaden your perspective and let inspiration flow.

2. Experiment. Next, play with those ideas. Mix them up in unexpected ways and follow your excitement. Not every idea will take root, and that’s okay. The point is to explore, prototype, pilot, and embrace failure as a stepping stone to growth. What doesn’t fit today might find its place later—or not, and that’s fine too.

3. Craft. This is where ideas start to take shape. It’s time to prune, bring some structure, and add your unique touch. Strive for balance, set deadlines to keep the momentum going, and collaborate with others.

4. Complete. Finally, share what you’ve created and let it go. This can be nerve-wracking, but it’s also where growth happens, as you see your work through others’ eyes.