Everyone is a creator.
In today’s digital age, creation isn’t reserved for artists, writers, or innovators alone. Each of us has the power to shape how we present ourselves to the world and, in turn, influence how we experience "reality." Whether it’s crafting a TikTok reel, an Instagram post, sharing thoughts on a blog, or launching a new business, we’re all actively creating—both the world around us and the narratives we live by.
But creation doesn’t stop at content. It extends to how we see the world around us.
Our vision—how we interpret challenges, opportunities, and limitations—forms the foundation of every strategy we create. It is the lens through which we see the world and decide how to act within it. However, this vision is often invisible, not because it’s intangible, but because it exists beneath the surface—in our assumptions, biases, and perceptions of "reality." Whether setting the direction for an organization, guiding a team, or mentoring others, our perception of reality frames the culture we create.
In strategy, we’re often asked to define the future, using data, trends, and intuition to guide us. But the truth is, the future isn’t something we can truly define, let alone predict. It is inherently uncertain, shaped by countless variables beyond our control. The future is, rather, a landscape of multiple possibilities.
So, if we can’t define the future, what can we do? We can choose it.
This is where belief becomes central to leadership. A leader’s perception of the future—shaped by their vision, assumptions, and biases—determines the direction they take. If a leader believes the future is filled with endless possibilities, they’ll embrace innovation and risk. But if they believe the future is fixed or limited, they’ll become more risk-averse and resistant to change. Every decision made is rooted in a belief about what’s possible. And those beliefs—often invisible—drive the actions we take.
However, much like most strategies, beliefs are not set in stone. They can be challenged, questioned, and reshaped. The world is constantly changing, and so are we. New data, fresh perspectives, and evolving circumstances offer opportunities to revisit our assumptions.
In this sense, beliefs are like a form of creation in and of themselves. Just as we craft narratives through the content we create or the businesses we build, we are constantly shaping the stories we tell ourselves about the future. By challenging and evolving our beliefs, we are, in fact, creating new possibilities—for ourselves, our teams, and the organizations we lead. Every time we push against an old assumption or redefine what’s possible, we open up new paths for innovation, growth, and transformation.
So, while we may not be able to define the future, we're granted the option to choose to create it—not through rigid predictions, but through flexible, evolving beliefs that shape the actions we take and the fabric of culture we weave.
The vision behind a creator's work, a leader's strategy, or our personal goals are all glimpses into what could be. No matter how clearly we try to articulate it or how precisely we map it out, the vividness of that vision remains uniquely intimate to the human who holds it. When a creator sets out to bring their vision to life, they never do so with the certainty that the result will perfectly match what they see in their mind’s eye. It can sometimes be frustrating, and most times activate the impostor within us, but here's what helped me...
Every action is an attempt, and every output is merely an interpretation of it.
Similarly, when we create a strategy or set a direction, we’re never fully able to bring our vision into perfect focus for everyone else. The beauty of creation lies in the tension between the vision we hold and how we attempt to bring it to life - the gap between intention and reality that drives us forward.
It's this beautiful dance between the internal and the external, the seen and the unseen, that makes creation—whether in art, strategy, or leadership—so uniquely, human.
What if, the only thing standing between you and your chosen future is a belief you haven’t yet challenged?
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