Nature, Nurture, and Nightmares: Finding Creativity in Corporate Communications

Creativity is often viewed as an elusive force. But what if creativity isn’t just about natural talent?

Amy Tan, the celebrated author, suggested that creativity is shaped by three powerful forces: nature, nurture, and nightmares. For those of us in corporate communications and PR, understanding how these elements shape our own creativity can unlock new ways to think, write, and engage audiences.

Nature

Take my own experience with the arts: I couldn’t paint to save my life (though I did produce some passable childhood drawings), and my English Literature grade – a C, to my absolute horror – did not exactly scream “future communicator.” Yet, I found joy in writing.

Many of us in corporate communications started off as introverts, learning over time to adapt. I remember being a child under 10, delivering an impressive Nativity reading, yet struggling to make friends or speak up in school. The ability to ‘switch on’ an extroverted persona when it is required, is essential – something Carl Jung would call personality adaptation.

(Not to be confused with “fake it till you make it”. That survival strategy will get you exposed.)

Nurture

While nature provides the foundation, nurture determines how creativity evolves. The environments we grow up in, the experiences we have, and the people around us influence our creative tendencies.

Growing up during a time of civil unrest, I remember daily bag checks at school gates, scanning public buses for unattended bags, and wondering if the war would touch someone I knew. These experiences became so routine they barely registered as unusual. Now, in a time of peace and economic rebuilding, I look at security checkpoints and reflect on how those years shaped my perspective.

Such experiences shape how we process information, empathise, and craft narratives that resonate. Corporate communicators are often shaped by the structured worlds we operate in, but our creativity thrives in the moments we push boundaries, ask the right questions, and challenge the norm. And sometimes, that means knowing when to say, ‘Let’s not put another buzzword in this press release.’

Nightmares

Creativity isn’t always born from inspiration; sometimes, it is forged through adversity. Nightmares—both literal and metaphorical—often provide the most potent material for creative work.

Betrayal, lost friendships, body image struggles, professional setbacks—all of these moments contribute to how we tell stories. Pain, isolation, and frustration push us to find new ways to express ourselves. Think about a campaign, speech, or PR strategy born from crisis management—where creativity isn’t optional but essential.

Difficult experiences can also serve as a coping mechanism. Writing, storytelling, or even the way we craft brand narratives can be therapeutic. As communicators, we can use our own challenges to find deeper, more authentic ways to connect with audiences.

Bringing It All Together: Creativity in Corporate Communications

We bring our personalities, our experiences, and sometimes even our worst nightmares to our work. So, how can we tap into this?

• Reflect on personal experiences: What stories have shaped you? Use them to create more authentic messaging. Don’t shy away from using your challenges as a source of creativity.
• Encourage diverse perspectives: Great corporate storytelling comes from different lived experiences. Make space for varied voices.
• Know when to break the rules: Not all templates and best practices are sacred. Sometimes, the best campaign is the one that takes a well-timed (albeit thought through) risk.

At the end of the day, creativity isn’t reserved for the naturally gifted. It’s an evolving force shaped by our genes, our environments, and even our worst nightmares. For those of us in corporate communications and PR, the challenge isn’t just to find creativity; it’s to recognise that it has always been within us.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Ashan Jayatilaka

Ashan Jayatilaka is a dynamic leader in strategic Corporate Communications and Reputation Management, bringing 16 years of expertise to the table. With over a decade of experience steering communications functions, he is a passionate storyteller at heart. In 2015, he was honoured with Sri Lanka's State Literary Award for his debut novel. He serves as an Ex-Co Member of the PR Association of Sri Lanka.