At GRADIENT, we don’t just think outside the box; we draw new ones.

And we don’t stop there. We create shapes that are uniquely our own. Our whole-brain thinking approach combines the best of both worlds, bringing together creativity and analytics, strategy and responsiveness, and a willingness to push boundaries and embrace new perspectives.

Here are my top four principles for creating a culture of creativity and innovation:

1. Encourage experimentation. Empower your team to try new things, take risks, and learn from their failures. For example, motivate your creative team to use tech tools that might otherwise intimidate them. Sure, it may fall flat, but with discomfort comes innovation.

2. Prioritize development. Invest in the tools and resources your team needs to succeed, whether it's training in the latest technologies, creative workshops, or access to industry experts. Host a training session for those creative teams to leverage technology across a host of social media platforms for deeper interaction between brands and consumers.

3. Cultivate diversity. Invite variety of thoughts, experiences, and perspectives. This will lead to a richer, more creative environment that fosters innovation and encourages new ideas. This comes from a team with varied life experiences that can challenge group-think across genders, ethnicities, and ages. Variety is the spice of life.

4. Celebrate Success. Recognize their hard work, and use it as an opportunity to reinforce your culture of innovation and organizational goals. Whether it's through a bonus, promotion, public acknowledgement, or an award for the most effective in-house project, rewarding merit is good for morale.

Innovation can only come from those who are willing to push boundaries and stretch their limits to produce the exceptional. Clients don’t just deserve this from their marketing agencies — they should expect it.

How do you push creative boundaries?