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Why Your Organization Should Focus Less on Productivity and More on Creativity

Erika Willitzer
Sep 21, 2025
3 min read

The Secret to Success in the Imagination Era

Let’s be honest: the word “productivity” has become a badge of honor. We wear it like a Fitbit score—always chasing more, faster, better. But here’s the twist: in today’s world, being busy isn’t the same as being effective. And in small towns, where heart and hustle go hand-in-hand, it’s time we stop measuring success by output and start cultivating imagination.

Welcome to the Imagination Era—a term coined by creativity strategist Natalie Nixon, who argues that the future belongs to organizations that prioritize human flourishing over industrial-age metrics. Translation? If your business is stuck in “do more with less” mode, you’re missing the magic.

The Problem with Productivity Theater

According to research from Visier, 83% of workers admit to engaging in “productivity theater”—performing busy work that looks impressive but lacks real impact. Meanwhile, burnout is skyrocketing, costing U.S. industries over $300 billion annually in absenteeism and turnover.

Small towns aren’t immune. When we push our teams to constantly produce without space to imagine, we lose the very thing that makes our communities special: creativity, connection, and the courage to try something new.

Creativity Is the New Competitive Advantage

The World Economic Forum ranks creativity as the second most critical skill for the workforce by 2027. Deloitte adds that curiosity and empathy—two pillars of imagination—are now essential for navigating disruption and driving innovation.

And here’s the kicker: AI can handle the repetitive stuff. What it can’t do is dream, empathize, or invent the next big idea that puts your small-town brand on the map.

From Extraction to Cultivation: A New Way to Work

Instead of asking “How can we be more productive?” Nixon suggests we ask, “What might we cultivate this year?” That shift—from mechanical thinking to creative cultivation—isn’t just poetic. It’s strategic.

So how do we make creativity part of the daily routine in small towns and small businesses? Here are five practical techniques to spark imagination without burning out:

1. Schedule “White Space” Time

Block out 30 minutes a week for your team to think, sketch, or brainstorm—no agenda, no deliverables. Just space to imagine. Call it “Creative Coffee Hour” or “Idea Jam.” Make it sacred.

2. Ask Better Questions

Instead of “What did you get done today?” try “What surprised you this week?” or “What’s one wild idea we haven’t tried yet?” These questions invite curiosity and reflection—two creativity catalysts.

3. Host a “Failure Celebration”

Once a month, gather your team and share something that didn’t work—but taught you something. Laugh, learn, and normalize experimentation. Innovation thrives where fear doesn’t.

4. Create a Community Collage

Invite local artists, students, or neighbors to contribute to a visual or written collage that represents your town’s dreams. Hang it in your shop or office. Let it inspire your next campaign or product.

5. Build a Curiosity Library

Stock a shelf with books, magazines, and local stories that spark imagination. Encourage your team to borrow, share, and discuss. Bonus points for adding a “What if…” notebook for wild ideas.

Small Towns, Big Ideas

In the Imagination Era, success isn’t about squeezing more out of your team—it’s about unlocking what’s already inside them. Creativity isn’t a luxury; it’s your secret weapon. And in small towns, where every idea has the power to ripple through a community, imagination isn’t just nice—it’s necessary.