By Jesse DeCosta
December 17, 2007

I believe everyone is creative and creativity is not just limited to music, art or writing. Anytime you are making something from nothing, you are being creative – it could be writing a sales email to a prospect, drafting a proposal, planning a party or event, planning your career, thinking and solving your business challenges – literally the thoughts required to make something someone else will experience.

Because DECOSTA always moves at light speed, we are constantly creating new ‘things’ everyday from ads that sell products, to television shows, to sales strategies, and the list goes on. As a member of the creative staff, I’m always asked how we keep so many creative projects on the go, while simultaneously thinking of fresh ideas that eventually translate to experiences and objects in the real-world.

These same eager folks tell me how they’ve always wanted to write a book, paint, or learn an instrument but can never find the time, or are too exhausted by the end of the day to even think about it. As a parent of two young children and as part of a growing entrepreneurial company, I can tell you that there really is no time! You just need to find your Creative Zone and use it to your advantage.

I know you're probably wondering what I’m talking about by now. Over the last 10 years, I’ve had the rare opportunity to meet and work with some very talented people, ranging from world-famous actors, songwriters, directors, screen-writers, producers, CEOs and other leaders, that are truly creative. And I've asked them all the exact same question I am often asked, “How do you find time to be creative?”

The answer is almost always the same, with a subtle but important difference. They find their sweet spot in the day, and work like hell in a cloud of inspiration. This sweet spot I’m referring to is the Creative Zone. It can be any part of the day for you, and at any length, but it is always consistent, seven days a week. Some organizational experts call this ‘planning time,’ but they suggest a set time everyday. I believe that to be truly creative in anything you set out to do, it must be based on your clock, not a recommended time – you just need to feel what that time is. That is what the best-of-best do – they find their personal Creative Zone and work it.

To give you some context, my Creative Zone is from 7am to 11am everyday and from 9pm to 1am every night. I never work on a creative project outside of those zones. I use the time in between to schedule meetings with colleagues or face-time with clients and partners. The in-between time is when I allow the creative side of my brain to soak up some inspiration either visually or through great conversations and laughter at the office. I allow my mind to continue working on the creative challenge, making little mental notes so that when I get to my next zone, I’m prepared.

It’s sort of like gathering ingredients while walking though a farmer’s field. You’re not quite sure what the meal is going to be, but you pick up some nice fruits and veggies that you find along the way, and then head to the kitchen to create.

I don’t want you to think that I spend half the day joking around, and then justify my late hours by this clock - I use the off-peak time for me to complete tasks that don’t require high focus and inspiration. Tasks like fine-tuning work in progress, admin duties, research etc., these are all action items that I can do in autopilot while thinking of the next big idea.

The image below shows my zones. I know when I’m coming out of the zone because my brain usually hurts, and I can’t absorb anything.

Try it for yourself – draw out a clock like the one below and think of your favourite time of day to create, a time you feel truly excited to work on a project, even if it’s after midnight. Once you know that, plan your next creative task in that zone, put on some music, and go to it!

In Part 2 of the Creative Zone, I’ll delve deeper into making the most of your time in the zone and I’ll discuss ‘The Ritual.” Most of you have one, like that morning coffee or paying bills before you write that proposal – I’ll show you how to use that to your creative benefit!

For more information about this article, please contact Jesse DeCosta.