In today’s “always on” design culture, productivity is king. We strive to fill every moment. Jam-packed sprints, brainstorming marathons, synchronous ideation sessions. If you don’t grind, you’re behind.
But what if this relentless pace is not fueling creativity, but smothering it?
Hustle Culture: a Creativity Crisis
Hustle Culture thrives on the belief that relentless striving equals success. In this mindset, being busy comes a virtue. But some research shows that this might be backfiring.
For instance, a Deloitte report (215) found that 77% of employees had experiences burnout at their current job. And research in cognititve psychology shows that chronic stress impairs key cognitive functions such as memory, decision-making, and creative thinking (McEwen & Sapoisky, 1995). Under pressure, the brain reverts to routine and risk-averse solutions. recisely the opposite of what creative work demands.
There is an apparent paradox at play: the harder we push for ideas, the less room we give them to surface.
Even in innovation-heavy workplaces, this reality is sinking in. Google’s “Search Inside Yourself” program incorporates mindfulness and reflection breaks into employee schedules. Arianna Huffington, who famously collapsed from exhaustion, founded and entire platform, Thrive Global, to advocate for well-being and balance. Why? Because rest isn’t the enemy of creativity. It’s often the source of it.
Creativity isn’t Constant. It Has a Rhythm
Creative output doesn’t follow a linear or constant trajectory. One well-supported theory in psychology is that creativity emerges from the interplay between focus and defocus, the so-called “dual-process model” of creative cognition (Sowden, Pringle, & Gabora, 2015).
Neuroscientist Marcus Raichle and colleagues discovered that the brain’s default mode network, which is active during idle moments, plays a significant role in ideation and problem-solving (Raichle et al., 2011). In other words: the brain doesn’t shut down during downtime. It reconfigures.
This is echoed by the classic four-stage model of creativity proposed by Wallas (1926):
1. Preparation: Immersion in the problem
2. Incubation: Stepping back or taking a break
3. Illumination: Sudden insight or “aha!” moment
4. Verification: refining and testing the idea
That quiet moment during a walk, in the shower, or while zoning out can become the birthplace of powerful ideas. It’s not laziness, it’s neurological efficiency.
Alternating Creative Current
IF we accept that the creative sweet spot lies in the tension between focus and reflection, how can we implement it into a design process?
- Alternate Focus and Pause
Pretty simple, yet important to mention because often overlooked: incorporate regular 10-15minute low stimulation breaks. Not for scrolling but for the mind to rest.
- Ritualize Rest
Normalize quiet moments. A “blank block” at the beginning of a meeting could prime the brain for originality, not just efficiency
- Mindful Transitions
Deliberate shifts away from focus (by journaling, walking, breathing exercises, or similar) could help move from convergent to divergent thinking.
No matter how it will be implemented in the final design, we need to rethink what “productive time” looks like. The pause is not a distraction from the creative process but a necessary part of it. And it needs reiteration.
Is Busyness a Creative Delusion?
In my opinion, one of the most harmful assumptions in contemporary creative culture is that busyness equals progress. Corporate Design Agencies over-schedule, over-plan, and over-communicate, mistaking motion for meaning. But the cognitive processes on which creative thinking rests (associative processing, divergent thinking, insight, etc.) require something that busyness inherently denies: mental slack.
I already mentioned this in a previous blog post but I think it relevant to repeat that according to research by Baird et al. (2012), participants who were denied a chance to daydream were significantly outperformed by participants who did when it comes to creative problem-solving-challenges. The authors of that study concluded that mind wandering facilitates creative incubation, especially when daydreaming was done during a cognitively light task like washing dishes or copying a text.
This aligns with psychologist Mihaly Cyikszentmihalyi’s concept of psychic entropy, which posits that our minds need time to meander to restructure ideas and find novel assocaiations (Cyikszentmihalyi, 1996). When we’re constantly responding to emails, deadlines, or Slack notifications, there’s no room for that restructuring.
Towards a Balanced Design Ethos
If we want to deign to just with speed but with depth, we need a philosophical shift in how we understand our time. Instead of viewing reflective or idle moments as inefficiencies, they can be reframes as integral parts of the creative process.
This isn’t a romantization of laziness. It’s an invitation to reclaim cognitive space. Just as we respect physical ergonomics in design work, we should start advocating for mental ergonomics: structured time for wandering thought, non-goal-oriented exploration, and emotional detachment from constant outcomes.
Imagine a design team where unstructured time is built into the sprint cycle, or where “creative sabbaticals” of even just an afternoon are embedded into deadlines. These aren’t indulgences. They could be an essential practice grounded in cognitive science and supported by a growing body of research. And just like bodybuilders who schedule rests to gain optimal results it is time for creatives to do the same and to recognize the importance of mental offloading.
References:
Deloitte. (2015). Burnout survey: 77% of employees have experienced burnout at their current job. Retrieved from https://www2.deloitte.com/
Sowden, P. T., Pringle, A., & Gabora, L. (2015). The shifting sands of creative thinking: Connections to dual-process theory. Thinking & Reasoning, 21(1), 40–60. https://doi.org/10.1080/13546783.2014.885464
Wallas, G. (1926). The art of thought. New York: Harcourt, Brace.
Baird, B., Smallwood, J., Mrazek, M. D., Kam, J. W. Y., Franklin, M. S., & Schooler, J. W. (2012). Inspired by distraction: Mind wandering facilitates creative incubation. Psychological Science, 23(10), 1117–1122. https://doi.org/10.1177/0956797612446024