Two heads are better than one

Ever notice how your best ideas often come from a conversation rather than sitting alone with a blank page? That’s no accident. The human brain evolved to value social connection and cooperation. Being wired for collaboration improved our species' survival and problem-solving capabilities.

When two people tackle a creative problem together, their thinking becomes more than the sum of its parts.

We instinctively know how to build on each other’s thoughts, pushing ideas further than we could alone. This is why pairing up can boost creativity.

The practice of pairing creative directors with art directors in advertising agencies started in the 1940s and 1950s. The approach was pioneered by agencies like Doyle Dane Bernbach (DDB), where Bill Bernbach established the idea of pairing copywriters (concept and text-focused creatives) with art directors (visual-focused creatives).

The result was sharper, bolder and more effective advertising. This structure became the standard in creative industries.

But it’s not just applicable to advertising. A friend works for a software integration company and they have an informal buddy system that helps them boost their problem solving abilities.

To boost your own creativity, partner up.

• Find a co-worker with a different skill set or perspective that you can team up with.

• Have regular sessions to discuss ideas or pieces of work before refining them.

• Use the “Yes, and” approach to keep ideas flowing. Instead of shutting down ideas with “No, but…,”.

The next time you're stuck, grab someone you trust, share your ideas over a coffee and see how far you can go together.