For over ten years, I have launched startups and international fintech projects. During this time, I’ve likely participated in hundreds of brainstorming sessions, many of which led to the development of ideas that became successful projects.

Generating and refining ideas in a collaborative environment has been essential to creating value in these ventures. Over the years, I’ve learned that the true power of innovation lies in the collective energy and diverse perspectives that come together during these sessions.

Even the most boring financial or banking project needs marketing, starting with selling the idea to investment funds and ending with attracting end users. Today, creativity plays a key role in grabbing the audience’s attention and achieving success. In an era of information overload, capturing attention has become a challenging task.

The constant barrage of content makes it harder to stand out, but creative approaches can break through the noise. Creative ideas help differentiate a project from competitors and resonate with the people who matter most — potential clients and investors — giving you a competitive edge.

So, here are a few insights into why creative processes sometimes succeed and sometimes don’t:

1. The diversity of talent within a team

When people with varied backgrounds, experiences, skills and personalities come together, it creates a fertile ground for creativity. The more differences there are, the more creative potential there is to explore. A team that includes individuals from different disciplines — whether it’s technology, design, marketing or finance — brings a broader perspective to problem-solving.

The blend of perspectives and skill sets helps generate ideas that are more robust, adaptable and innovative in addressing a wide range of challenges.

Related: If You’re Struggling to Find Diverse Talent, Look at These 5 Areas

2. Freedom from the fear of sharing ideas

Creative ideas often grow through collaboration. They rarely emerge fully formed from just one person’s mind. Instead, one idea sparks another, and before long, multiple people are building on each other’s thoughts. This collective momentum is incredibly rewarding — it’s a reminder that something great can be achieved together, something that wouldn’t be possible alone.

Creating a culture where all ideas are welcome, no matter how unpolished, encourages openness and accelerates the flow of creative energy within a team. When individuals feel they won’t be judged, they are more likely to contribute and experiment with unconventional ideas.

Related: Why Strong Collaborations Will Change Your Business

3. The role of constraints

Creativity without limits often leads to unworkable, even absurd ideas. Constraints, however, can fuel creativity. The more challenging and specific the problem, the more focused and inventive the solutions become. We thrive when pushed to the edge of our abilities.

Limitations often spark the best ideas. If creativity stalls, sometimes all it takes is narrowing the focus and setting clearer boundaries. Constraints force us to be creative within certain parameters, which often leads to more original and impactful solutions that might never have emerged otherwise.

4. Belief in the power of ideas

Great creatives understand that ideas and words hold the key to everything. They may not say it openly, but they believe deeply in the transformative power of concepts. They share a common belief in Plato’s allegory of the cave, where people are chained in a dark cave, only able to see shadows on the wall.

Our job is to get as close as possible to the true form of an idea, to uncover it. The rest is just about execution. When people genuinely believe that ideas have the power to shape reality, it drives them to push boundaries, question norms and keep refining concepts until they reach their fullest potential.

5. The importance of emotional energy

Creativity is an act of giving. And to give, you need to be in a positive emotional state, with an abundance of energy to spare. So, before diving into creative work, it’s helpful to a) get your personal life in order, b) invest time in meaningful hobbies and c) engage in physical activity.

At least two out of three are essential for fostering creativity. A healthy body and mind are crucial to staying engaged and energized throughout the creative process. When you feel balanced and energized, you’re more open to new ideas, better equipped to handle challenges, and more likely to produce work that truly resonates.

Сreativity is not just a spark of inspiration but a cultivated process that thrives within a supportive and dynamic environment. Diverse teams, free from the fear of judgment, have the potential to generate truly groundbreaking ideas. However, creativity isn’t just about unlimited freedom; it thrives under the right constraints, pushing individuals to think outside the box while remaining focused on the problem at hand.

By fostering collaboration, setting clear boundaries and nurturing both personal and collective well-being, businesses can unlock their full creative potential. Ultimately, the most successful projects are built on a foundation of shared creativity, respect and belief in the power of innovative ideas to change the world.