You may not realize it, but you're constantly crafting something. It could be an interaction, a memory, an object, or even just an impression. Your every move and decision has the power to create an experience, whether it's for someone else or for yourself. So, if you've ever believed that you lack creative potential, it's a notion worth reconsidering.

Tom and David Kelley have seen it firsthand, working with multiple people at their company *IDEO*. They've observed individuals from all walks of life. Even buttoned-up business types and executives feel awkward when faced with unconventional exercises. But when people stop worrying about what should happen, they find out they also have a strong imagination. And it's completely fine to use it. Successful innovations are born from human-centered design research, feasibility, viability, and desirability.

This approach may be called "design thinking," fostering creativity and innovation during your next project. It often involves four major stages: inspiration, synthesis, ideation/ experimentation, and implementation. Sometimes, an innovative idea goes through numerous iterations before reaching its final form.

In a world driven by choices and creativity, you can be the decision-maker, the creator, and the innovator. Why shouldn't you be the one shaping our modern world? After all, everything we see and experience is a result of someone's choices. Essentially, everyone is a creator. So, why not you?