First, let's debunk a myth that spans generations: creativity is not a gift. Therefore, it doesn't belong to artists, advertisers, or "enlightened people." Creativity is a natural function of the human brain, as essential as learning, adapting, and solving problems. Even so, many people reach adulthood with the feeling that they "aren't creative," that something got lost along the way. But was it really lost, or was it merely blocked?

Creativity doesn't disappear. It falls silent when the mind lives on autopilot, when the brain starts operating only in survival mode, repetition, and control. And understanding this changes everything.

Creativity is not a gift: it's a trainable state of mind.

At some point in life, almost all of us have heard phrases like "this isn't for you," "be realistic," "stop making things up." Thus, little by little, we learn that creating involves risk: the risk of making mistakes, of being judged, of deviating from the norm. The brain, always attentive to safety, registers this. And then, without realizing it, we begin to associate creativity with emotional danger.

The result? A progressive distancing from that natural creative state.

Creativity, however, does not depend on innate talent. On the contrary, it depends on mental state. That is, when we are open, curious, present, and emotionally regulated, the brain creates new connections easily. On the other hand, when we are tense, anxious, When overwhelmed or constantly self-critical, he conserves energy and repeats already known patterns.

In other words: creativity doesn't disappear, it just becomes inaccessible.

What happens in the brain when you're creative?

From the point of view of neuroscience, Creativity is directly linked to neuroplasticity, the brain's ability to form new neural connections throughout life. In this sense, whenever you learn something new, change a point of view, or see a situation from another angle, new neural pathways are being created.

Creative states primarily involve the prefrontal cortex, the region responsible for planning, cognitive flexibility, imagination, and conscious decision-making. But there's an important detail: the prefrontal cortex doesn't function well when the threat system is activated.

Therefore, when the brain perceives danger, whether physical or emotional, it prioritizes the limbic system, This is especially true for structures linked to fear, vigilance, and self-protection. In this state, there is no room to explore, imagine, or create. The brain wants to solve problems quickly, repeat what has worked before, and avoid risks.

Above all, creativity demands the exact opposite: inner security.

“"Creativity is the brain's natural ability to make new connections between ideas, experiences, and information when the mind is in a state of safety, presence, and flexibility—not a gift exclusive to a select few."”

Autopilot: the biggest enemy of creativity.

Living on autopilot means allowing the brain to operate in economy mode. After all, it does this to conserve energy, repeating familiar behaviors, thoughts, and reactions. This is useful for routine tasks, but devastating for creativity.

When we're on autopilot:
– We react more than we choose.
– we repeat emotional patterns
– We always think the same way
We interpret situations through the same filters.

Creativity, by definition, demands new combinations, new paths, new interpretations of reality. A brain trapped in repetition does not create, it merely replicates.

That's why many people say, "I used to have ideas, but now my mind seems blocked." Most of the time, it's not a lack of ability. It's an excess of automatic behavior.

Fear, control, and self-criticism: the invisible blockers.

Few things stifle creativity as much as the fear of making mistakes. Perfectionism, as well as the need for control and constant self-criticism, create an internal environment hostile to creation. In this way, the brain understands that any attempt outside the norm can generate emotional pain, and it begins to avoid it.

Creating primarily involves exposure. That is, it involves not knowing exactly what the result will be. It involves allowing oneself to be tested. For a brain conditioned to seek approval, predictability, and security, this sounds like a threat.

Therefore, creativity often doesn't falter due to a lack of ideas, but even before they emerge. Creative thinking is interrupted in its embryonic stage, silenced by internal judgments such as "this is silly," "it won't work," or "it's better not to even try.".

“"Creativity falters when the brain enters survival mode, as the limbic system takes over and reduces the activity of the prefrontal cortex, which is responsible for flexibility, imagination, and creative thinking."”

Creativity and awareness: why presence liberates ideas

Creativity and awareness go hand in hand. That is, when you are present, you perceive your thoughts without being confused by them. This creates inner space. And it is in this space that creativity is born.

In this way, the conscious mind observes, while the automatic mind reacts. By stepping out of autopilot, you begin to notice previously invisible connections, associate ideas, and ask different questions. Above all, not because you are "trying to be creative," but because you are available to perceive.

Creativity doesn't arise from pressure, but from attention. In other words, it's a natural byproduct of an alert mind.

Creativity and the state between sleep and wakefulness: when control relaxes and ideas emerge.

There is an extremely fertile mental state for creativity that almost everyone has experienced, even without knowing its name. It's that moment when we are half asleep and half awake, just before falling asleep or immediately upon waking. In neuroscience, this state is known as the hypnagogic state.

At this stage, the brain begins to reduce the activity of the more rigid prefrontal cortex—responsible for control, judgment, internal censorship, and linear logical thinking—while associative, sensory, and imaginative regions remain active. Thus, the result is a less critical and more permissive mind, capable of making unusual connections, accessing spontaneous images, and generating... insights which would hardly emerge in a state of total surveillance.

From a neurophysiological point of view, the brain gradually transitions from faster patterns to slower frequencies, creating an intermediate territory between wakefulness and deep sleep. This "middle ground" reduces automatic mental filters and expands associative freedom. In other words, the mind stops trying to control thought and allows it to flow.

Therefore, understanding the hypnagogic state helps us realize that creating is not about forcing ideas, but rather about creating internal conditions for them to emerge. In other words, the more security, presence, and mental calmness, the greater the likelihood of accessing this type of creative thinking, even outside of sleep.

Creativity, mental flexibility, and new internal maps.

One of the most profound principles of mindset change is applying a concept that is widely used in NLP (it's one of the fundamental ones): the map is not the territory. In other words, how you interpret reality is not reality itself. Creativity is, essentially, the ability to create internal maps.

Creative people don't live in a different world. That is, they look at the same scenario, but they manage to see possibilities where others only see limitations. That's mental flexibility. And mental flexibility is trainable.

Above all, whenever you question an automatic interpretation, whenever you ask yourself "is there another way to look at this?", you are exercising creativity.

Why do emotionally blocked people feel they have lost their creativity?

prolonged states of anxiety, stress Mental overload drastically reduces creativity. The brain becomes too busy trying to handle everything at once, leaving no room for exploration.

Furthermore, when someone lives disconnected from themselves, from their own emotions and their own rhythm, creativity loses ground. Creating requires some degree of intimacy with oneself. It requires inner listening. It requires pause.

Without this, the mind enters functional mode: it solves, executes, delivers, but does not create.

Creativity in everyday life: it doesn't arise from pressure, but from clarity.

There's a silent belief that we need to force ourselves to be creative. But the truth is different: creativity emerges when the mind is clear, not tense.

Eventually, ideas emerge in the shower, on a walk, in moments of presence. It's not by chance. It's when control relaxes and the brain feels safe to explore.

Creating is not about forcing the mind. It's about allowing it to move.

Creativity under pressure: why some people create even in these circumstances.

But then, if the mind must be clear and free from tension, how do some professions cope with the pressure of being creative every day?

From the brain's point of view, what blocks creativity is not the pressure itself, but how that pressure is interpreted internally. In other words, the limbic system doesn't react to the objective fact—it reacts to the emotional meaning attributed to the situation. Thus, when pressure is perceived as a threat (fear of failure, punishment, humiliation, loss of personal value), the amygdala takes over, and the cortisol The brain's activity increases, and the prefrontal cortex loses efficiency. In this state, the brain enters a defensive, repetitive, and uncreative mode.

On the other hand, when pressure is perceived as a challenge, the scenario changes completely. The limbic system remains active—it always will be—but it's not triggering a survival alert. In this sense, the brain understands that it is facing something demanding, but manageable. Therefore, the prefrontal cortex remains functional, and dopamine It acts as fuel for focus and motivation, and keeps creativity active.

Furthermore, this dismantles a common myth: creativity does not require an absence of stress. It requires balanced engagement. Thus, states of flow, The states of stress, so common among creative professionals under pressure, are not states of total relaxation, but of high challenge combined with high skill and present focus. At this point, the brain is neither in flight nor paralysis. On the contrary, it is deeply engaged.

Therefore, creativity doesn't disappear under pressure. It disappears when the pressure becomes a threat. Thus, when the mind learns to regulate the emotional response to challenge, the limbic system stops sabotaging the process, and the prefrontal cortex remains available to create, decide, and innovate.

How to reignite creativity without "trying to be creative": the role of processes.

When we talk about creativity, many people imagine that it arises spontaneously, almost magically. And when that doesn't happen, they conclude that they "aren't inspired" or that they "aren't creative." In this sense, this is where creative processes come in—not as formulas, but as structures that help the brain move from a state of threat to a state of exploration.

Thus, a creative process doesn't exist to force ideas. It exists to reduce the emotional pressure of having to get it right the first time. Above all, dividing the creation into stages makes the brain understand that it doesn't need to solve everything at once. This reduces self-criticism, lessens the fear of making mistakes, and keeps the prefrontal cortex active even when facing challenges.

In highly demanding professional contexts, such as advertising, design, or strategy, creative processes function as an internal agreement: first we explore, then we select, then we refine. However, when these phases become mixed, the mind enters into conflict. We judge ideas as still immature, block associations, and freeze.

Separating moments of generation, detachment, and evaluation is a way to respect the natural functioning of the brain. Primarily, the creative mind needs space to make mistakes without being immediately judged. The analytical mind comes in later. And not as an enemy, but as an ally.

Another important point is that creative processes help create rhythm, not rigidity. They offer, above all, a minimal framework so that creativity can manifest itself more freely. Paradoxically, when the brain feels protected by a structure, it dares more.

Therefore, reactivating creativity isn't about "thinking more," but about better organizing the internal and external environment of creation. Less pressure, more clarity. Less control, more curiosity. The process doesn't create the idea—it creates the space for it to emerge.

“"Reactivating creativity doesn't require excessive mental effort, but rather emotional regulation, reduced self-criticism, and the creation of internal states where the brain feels safe to explore new possibilities."”

Conclusion: creativity is a sign of inner alignment, not talent.

In short, creativity isn't something you've lost. It's something that became inaccessible while your mind learned to protect itself too much. Therefore, by regaining awareness, flexibility, and presence, you don't "learn to be creative," you re-access something that has always been there inside.

Therefore, creating is a sign that mind and emotions are aligned. When that happens, ideas flow. And so does life.

Questions and answers about creativity

Can everyone be creative?

Yes. Creativity is a universal human capacity, not an exclusive talent.

Why does creativity stagnate over time?

Because the brain learns to prioritize safety, repetition, and control.

Does anxiety block creativity?

Yes. States of threat reduce access to the creative areas of the brain.

Can creativity be trained?

Yes, you can. By training presence, mental flexibility, and awareness.

Does creativity depend on inspiration?

No. It depends on internal state, not external inspiration.

Image: Freepik

Marcel Castilho

Marcel Castilho is an expert in neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in NLP – Neurolinguistic Programming. As the owner and founder of the communications agency VeroCom and also of the digital agency Vero Contents, he has been studying human behavior for over 30 years.