In early 2019, Kevin Chesters, 48, along with his long-term work partner and friend Mick Mahoney, 54, collaborated to write their first book. The Creative Nudge explores the social and evolutionary reasons behind why we fear stepping outside our comfort zone and trying new things. Based on ‘nudge theory’, the book explores behavioural practices that can help you overcome these fears and reach your full potential.
We spoke to Kevin about his experience of writing The Creative Nudge, the theory behind the book, and what he hopes readers can take from it.
Kevin’s journey from marketing strategist to author
Mick and Kevin have been friends and business partners for over five years. They previously worked at London-based advertising agency, Ogilvy, before founding Harbour Collective (an independent communications consultancy) together in 2019. Writing a book was completely new territory for them both.
Having worked in the advertising and marketing industry all his life, father-of-two Kevin explains how he’d never considered himself what society deems a ‘creative person’. However, it’s our understanding of what ‘creativity’ means that Kevin believes is part of the problem.
He says, “Mick is what you’d call the ‘creative’ one. I’m the scientist, the strategist, and the analyst. But neither of us had written a book before.”
The Creative Nudge suggests that society’s mainstream view of creativity – of it being all about the arts and that only some people are creative – is totally wrong. Kevin says, “If you look up the word creative in any dictionary, it’ll never mention poetry, painting, dancing, art, and so on. It’s the word ‘original’ that comes up every time.
“Being creative is about doing new original things, and that’s what’s absolutely key – anyone can be creative! You could be an original-thinking lawyer, an original-thinking teacher, or a creative-thinking mum. Anyone can do it.
“Maltese physician Edward de Bono famously said, ‘Creativity makes life more fun and interesting.’ Who wouldn’t want their life to be more fun and interesting?
“As children, we all draw, write, and paint – but why do we stop? If we’re all able to be creative, and creativity is good for us and makes us happy, why don’t we do it? That’s the question we asked ourselves when writing this book. We wanted to talk about what creativity actually means, and why it’s so frustrating that most people don’t think they’re creative.”
Exploring the evolutionary and sociological reasons behind why humans find it so difficult to be creative
Kevin and Mick worked alongside behavioural scientists to produce The Creative Nudge. During their research, they learnt that much of the reason why humans are so scared to try new things is due to our evolutionary and social makeup.
Kevin explains, “Our evolutionary makeup encourages us not to do new and original things. If you did anything new when you were a caveman, you got killed. We’re more scared of the unknown than the known because of our evolutionary makeup, which stops us being creative.
“Society also plays a role. Throughout history, people who are different, chaotic, or creative have been shunned. Society tells us all that we need to knuckle down, stop being creative, and get ourselves a ‘proper job’. We’re all conditioned to do the same things – to go out and work, wear the same shirt, watch the same shows, and do the same things. Everybody does it.”
“I might not be artistic, but I can think creatively. We all can”
Kevin explains how his mum was his inspiration behind The Creative Nudge. He says, “There’s all those people out there who probably wrote stories, did drawings, and had dreams of becoming something when they were younger, but then life got in the way.
“My mum has always told me that she’s got a novel in her head that she really wants to write. But she’s never written it because she’s got a little voice in her head that tells her she can’t do it – but she can do it! We all can. Creativity isn’t a job title, it’s not even about being an artist. My business partner Mick always says you can be creative in any field that you’re in – even if that’s a big muddy field.
“Being creative can look like singing, dancing, and painting, but it can also mean applying creative thinking to life. I might not be able to draw or paint, but I can think creatively. If an idiot like me can write a book, anyone can do it!”
“You can’t help being scared of doing new things. You just need a little help – a little nudge”
The purpose of The Creative Nudge is to help people overcome the societal and evolutionary obstacles to becoming creative.
Kevin says, “We want to free everyone from blaming themselves for being scared to try new things. It’s so important to remember that it’s not your fault. You can’t help being scared of doing new things. You just need a little help – a little nudge, which is where our book comes in.”
Nudge theory is a concept in behavioural science that suggests humans can influence their subconscious decisions by ‘nudging’ their behaviour. Each chapter of the book addresses different reasons why we’re scared to try new things and offers ‘nudges’ that can help you overcome those fears.
These nudges start off small in chapter one – for example, with a simple re-routing of your walk to work or the supermarket. By stepping away from the norm and gently altering the brain’s pathway, these gradual nudges are designed to help you step outside of your comfort zone and achieve new and original thinking.
Kevin says, “This book has taught me that with a little nudge, we can achieve anything. I hope it gives everyone that sort of emancipation.
“Remember, attitude doesn’t change behaviour, behaviour changes attitude – so the only way you’ll be able to change is by doing these new things.”
“I want everyone’s creativity to be freed. It’s never too soon to start”
Kevin says, “Society is obsessed with the young generation. There’s always that thing about being young and creative and trying new things. Then suddenly, you get to 40 or 50 and you’re just meant to accept and stick with whatever it is you’re doing? No, no, no, no. It’s never too soon to start.
“At Harbour Collective, one of our main clients is McCarthy Stone, where the average customer is between 79 and 83. These are some of the most amazing people I’ve met. They’re doing brilliant stuff; running businesses, charities, sports days – amazing things are happening.
“I want everyone’s creativity to be freed, it’s what makes the world a better place. So let’s break these chains, whoever you are and whatever you do. You might be a quantity surveyor, banker, builder, or nanny, but why not be a creative one?”
Are you feeling inspired by Kevin’s story? Do you think you could do with a little creative nudge? We’d love to hear from you in the comments below.