Visit the business or self-improvement section in any library or bookstore, and you will find books on unleashing your creativity.

Some of these titles are famous and considered classics, like “The Artist’s Way” by Julia Cameron, which was first published almost forty years ago. The Artist’s Way explains how to connect with your creative side by writing regularly and exploring new things. It demystifies challenges, counsels exploring new experiences as inspiration, and nudges the reader to bring her creative self out into the open

Other books are more recent and have gained many ardent followers, such as “Steal Like an Artist: 10 Things Nobody Told You About Being Creative” by Austin Kleon. Steal like an Artist is a positive guide with illustrations, exercises, and examples designed to put readers directly in touch with their artistic side.

The intriguing promise of these and many other books on creativity is an adaptable process to invigorate or reinvigorate one’s creative flow. They propose that everyone has the ability to think freely if they learn how to unlock their capacity for creativity.

Spoiler alert: They’re absolutely right. Creative potential can indeed be nurtured or neutered by multiple factors, both internal and external.

For those of us who make a living in a creative profession and may even have the “c” word in our titles, finding a process that inspires daily creativity is a job requirement. It doesn’t matter if it’s a sleeting Wednesday morning in mid-February or a torrid afternoon in late July, the creative professional must produce ideas, images and insights that inspire others to take action.

That’s the pressure, and it comes with the job. So how do we do it? How do the people who are fortunate enough to be called “creatives” keep producing fresh thinking over the years?

 Simply put, each individual adopts a process that works for their own distinct needs and situation. There is no cookie cutter answer for everyone, and that’s a beautiful thing. Finding a personal path to your own creativity is part of the journey. In fact, it’s the best part because it teaches valuable lessons about how to define and deal with both success and failure. More importantly, over time an effective creative process will instill the confidence of knowing you can handle any project or creative challenge. Books like The Artist’s Way can help expand your horizons, but when creativity is your profession, the day-to-day process will be all yours.

To reinforce the point, let’s hear from the professionals. Each of these individuals is responsible for creating compelling work, but you may be surprised at how different their methods are.

Collaborate

“I have about 20 creatives under me at all different levels. My biggest message to them is work together. The best agencies are collaborative, so are the best campaigns. That doesn’t mean one person can’t have the breakthrough idea. But that idea will only get better when it is shared.”

Vice President, Creative Director, Response Marketing

Adapt

“There used to be three of us in the Marketing Department, but we’re a nonprofit and the budget is tight. Now, I’m basically an agency of one. But it’s not all bad. I’m learning more and doing more than I ever thought was possible. I guess my process is undefined. I’ll adapt to whatever tomorrow needs.”

Marketing Specialist, National Trade Association

Relax

“My office is a playpen. I have about 200 Funko Pop figures and bobbleheads. I’ve got Iron Man, Billie Eilish, and for some inexplicable reason, Margaret Thatcher. Do we play with them? Not really, but they take the edge off when the pressure is on. People like to come into my office relax and concept because it’s a different environment than the sterile agency conference rooms.”

Associate Creative Director, Pharmaceutical Advertising

Pressure

“The closer the deadline gets, the better I get. Can’t explain why. Don’t want to know. It just happens. Drives our account people crazy, but they know I’ll come through when the pressure is on.”

Senior Copywriter, Retail Advertising

Ice breaker

“I like to start with a joke concept…something the client will never choose. It gets everyone loose and basically stretches our minds before we get in too deep. Sometimes, we even wind up presenting the joke idea. Once or twice a client has run with it.”

Art Director, B2B Agency

Workout

“If you’re a creative and the words or images won’t come, change things up. What works for me is to take a brisk walk, or better, a run. When I’m running my mind must concentrate on what’s in front of me. That’s when my creative subconscious is set free. By the time I’m done with a few miles, I feel energized and inspired. I might even have the solution that was eluding me all worked out while I work out.”

Creative Director, B2B Agency

As you can see, the creative process is a very personal thing. If you’re seeking your own unique path, keep going. And when you find the creative process that works for you, embrace it without hesitation.

Enjoy the journey.