The 5 Phases of The Creative Process

People believe that creativity is sporadic, random, and the result of divine inspiration. But creativity is not a trait. It’s a habit. There’s only one difference between people who believe they’re creative and those who don’t.

People who are creative are in the habit of expressing their creativity.

If you’ve been stuck on a creative project, this framework should get you unstuck.

1. Ideas

Nobody has a shortage of ideas. Saying you have a shortage of ideas is like saying you have a shortage of thoughts. You’ve probably had a few ideas in the last few minutes.


All creative projects begin with an idea. The idea generation phase is not the time to judge whether an idea is bad or good. My Moleskine notebooks and writing software are filled with half baked ideas, incoherent psychobabble, and dozens of false starts.

What seems like a terrible idea when you come up with it can become brilliant overnight. The only purpose of this phase is to have as many ideas as possible.


Chances are you’ve had a brilliant idea that you can’t remember after a few hours or even a few minutes later. This is why you have to get in the habit of capturing your ideas. Otherwise, you’ll never be able to capitalize on them.

Always carry a notebook. Ideas come to us at inconvenient and unexpected times. Your notebook is fertile soil for creative ideas.

Your brain is a terrible place to store information. That’s why you should build a second one. Notion is effectively my second brain. It’s where I capture ideas, insights from books, and much more. I’ve included a video below.


Ideas take time to bake. But you can actually take a more deliberate approach to this using what is known as The MacGyver Method. It’s something Lee Zlotoff, the creator of the show developed when he was writing episodes for MacGyver.

  1. Write down a question.
  2. Do an Incubation Activity (something like puzzles, building things with your hands, etc.).
  3. Write down the answer.

This amazing creative secret never fails to produce a great result. I’ve used it to come up with ideas for what I want to write about and ideas for increasing the revenue of our business.

2. Action

Most days, when I wake up in the morning, I put pen to paper and write what my friend Sarah Peck describes as, “God awful essays that nobody (including myself) would want to read.”

This is often when people who want to transform creative ideas into results get stuck. They judge their work while they’re creating it. But as author and podcaster Amber Rae says, “You want to accumulate pages, not judgments”. When people join our writing class, I always tell them, “You’re writing in ink, not blood”. You can always go back and edit, modify and change things.

The illusion of permanence causes people to set arbitrary standards for their work that they think they can’t meet. As a result, they don’t do anything. Your work won’t be good when you start. But if you don’t start, then you won’t have any work in which to improve.

Part of the creative process is bridging what Ira Glass calls, The Taste Gap. Eventually, you’ll be capable of creating what you imagine, your standards will rise, and you’ll have to bridge a new taste gap.

3. Progress

If you honor your commitments you’ll tap into the profound power of consistency, and you’ll begin to make progress with your idea.

Focus on the Process Instead of The Prize

Many creators get caught up in the highlight reels that role through their newsfeeds, the delusion of their name in shining lights, their accomplishments and accolades. But those things are all byproducts of the process.

  • For an author, the process is getting words on a page day after day, month after month, and year after year.
  • For a musician, it’s playing in a practice room, playing in an empty bar, and playing where anyone is willing to listen until he’s selling records and playing to sold out stadiums.

Given that the only thing in your control is the process, that’s where you should be putting the bulk of your energy.

Track Your Progress

Visible progress is a huge motivator. When you don’t break the chain on a calendar or see pages and pages filled with writing, your motivation goes up. You build momentum. The best work happens not at the beginning or end, but at what entrepreneur and author Scott Belsky calls, “The messy middle of the process”.

When it comes to tracking progress, use a metric that you can control. I can’t control whether or not you like this post. But I know I can control my word count. So, that’s the primary metric I use to track my progress as a writer.

Celebrate Small Wins

If we put off celebrating until we hit the best-seller list or get a book deal with a publisher, we deny ourselves the joy that we could get from the process. As I said in An Audience of One, our work becomes an obligation instead of a privilege.

If you hit your word count, wrote something you’re proud of, or managed one focused hour of uninterrupted creation, pat yourself on the back, buy yourself a drink, or eat some chocolate.

4. Polish

Up until now, we’ve delayed judgment. We’ve accumulated pages, wrote shitty first drafts, and covered the canvas.

Now, it’s time to look back at your work with a critical eye. Yes, you’re going to judge it, but that doesn’t mean you have to be cruel to yourself. Don’t confuse “this sucks” with “I suck.”

In working with clients to help them write books, I encourage them to look at every sentence, paragraph, and chapter through 3 filters:

  1. Why is this here?
  2. Does it serve my audience?
  3. If not, then I should get rid of it?

While this is specific to writing, it can be applied to any creative endeavor.

When I started working with my writing coach Robin, it took me a month before I stopped taking her feedback personally. Robin doesn’t mince words or sugarcoat her feedback. She calls me on my bullshit. After the first month of working with her, I realized that’s why I hired her. She was doing her job which was to get me to write the best book possible.

Feedback is an important part of the creative process. But you have to be careful about who you ask.

  • Some people will tell you everything is amazing to avoid hurting your feelings.
  • Others will point out how something can be improved. Their feedback might be difficult to hear but is often valuable.
  • Strangers on the internet usually have nothing better to do than shit somebody they’ve never met. Don’t take their feedback seriously.

I go back and listen to every episode of The Unmistakable Creative. I’m trying to figure out if there were questions I should have asked, but didn’t.

When James Victore and I were discussing Dangerous Ideas on the Business of Life, he mentioned that his had father had passed away earlier this year from Parkinson’s Disease. I completely missed an opportunity for what might have been a powerful moment in our conversation.

Review your work with a critical but kind lens.

5. Ship

Shipping your work can be the most harrowing part of the process. It’s where you’re forced to confront the voices of fear and doubt that almost kept you from starting in the first place.

  • What if nobody likes it?
  • What if it doesn’t sell copies?

While these fears are all natural, I encourage you to contemplate the following words of wisdom from Ryan Holiday:

Every one of my books has a 1-star review. Every one of Seth Godin’s, Mark Manson’s and J.K. Rowling’s books have negative reviews.

If you’re going to make art, someone is going to hate it. You can attempt to appease your critics, or decide it’s not for them and make it for the smallest viable audience.

Before you attempt to apply this to your own creative projects, I wanted to share a quick word of caution.

Even though I’ve laid this out in five steps, the creative process is not linear, and straight and narrow paths don’t lead anywhere interesting. The process is messy and chaotic. You’ll go back and forth between these steps.

Also, modify this to your own liking. Some of it may not work for you. Take what works and discard the rest. Don’t follow anyone’s advice to the letter (including mine).

Gain an Unfair Creative Advantage

I’ve created a swipe file of my best creative strategies. Follow it and you’ll kill your endless distractions, do more of what matters to you, in higher quality and less time. Get the swipe file here.

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Order An Audience of One: Reclaiming Creativity for Its Own Sake: Listen to the @UnmistakableCR podcast in iTunes

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