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Getting into a creative flow can really be a win-win for everyone. As a creator, I find it kind of fun and meaningful. For the audience, the output – let’s hope – will be super relevant. And when that’s the case, it’s likely also creating some business results. After all, the content we all create is business storytelling that creates value for our audiences and the companies we work for.
At the end of the day, good marketing happens when people are creative and build campaigns and projects that their target audience cares about. That happens when teams are in the right mindset, and music can help create that environment. By being intentional about both the time we set aside and the soundtrack we choose for our creative sessions, we can more consistently tap into that productive flow state where our best work emerges.
So let’s look at how to get into that creative flow, including:
- Making time for creativity
- The power of music in creative work
- Starting the day with meditation and focus music
- Products that support creative flow
- Creating your personal flow toolkit
Making time for creativity
The key is making dedicated time for creative work. I block time on my calendar, often overestimating how much I’ll need. This scheduling buffer allows me to find the right groove for the task at hand. Sometimes I need that high-energy time to power through content creation, while other times I require calmer periods to help me focus on detailed editing or content strategy development.
Setting up the right environment matters tremendously for creative flow. I often wear my AirPods with spatial audio and noise cancellation while working at home. If you work in an open workspace, popping in those earbuds can help create the mental space needed for creativity.
Batching related tasks together has proven more productive than scattered creative sessions. And while deadlines can be helpful, they need to be reasonable. As Cal Newport explains in “Slow Productivity,” creative knowledge work operates differently from production line work.
Two critical factors for making this time work:
- Turn off notifications during creative blocks. Slack messages and social media alerts can break your flow, and it takes time to get back into it.
- Ensure time blocks are actually usable. A 30-minute gap between meetings likely isn’t enough to achieve deep creative flow.
The power of music in creative work
Music plays a surprisingly powerful role in achieving and maintaining that creative flow. I discovered this more intentionally after discussions on my podcast and reading “The Leader’s Playlist” by Susan Drumm. While I’ve always used music in various ways, I never really thought about its conscious application to creative work until recently.
“We know to some degree that music can shift our state because we use it to work out,” Susan said on “The Business Storytelling Podcast.” “But we usually don’t use it beyond that. So it can shift our state, and it is about vibrational frequencies at certain levels, everything around you is about vibration, including you and your body. If we want to use it a little bit more intentionally, and that’s what we’re talking about, it’s not just shifting state, but what I’m talking about is using music to actually shift deep seated patterns that get a grip on us.”
In one study described in Joel Beckerman’s book “Sonic Boom,” they tested four different types of music in an office setting. They measured brain function, heart rate, and respiratory responses, starting with regular noise to track productivity. They then tried relaxing and chill music, followed by more upbeat music. The most effective approach was something called entrainment, which adjusted music based on what was happening physiologically. When heart rates dropped too low and breathing became shallow (suggesting sleepiness), they played more upbeat music. When heart rates got too fast, they switched to calming music.
Starting the day with meditation and focus music
My creative routine now also includes meditation and specifically designed focus music in the Balance App. I start my mornings with a meditation session to get my mind ready for the day ahead. Another short session in the afternoon – often a quick midday reset – helps recharge my creative energy when it starts to dip.
What’s really helped my creative flow lately are focus music playlists designed by neuroscientists. These carefully crafted soundtracks are clinically proven to increase performance. I often play these in the background during my 4-hour creative blocks. The music is specifically engineered to help maintain concentration and creative energy without being distracting.
Products that support creative flow
While good habits and routines form the foundation of creative flow, certain products might help enhance focus and mental clarity. Here are a few options:
Nerd Focus Energy Drink combines energy with nootropics in its formula. It is designed to help optimize mental performance and provide energy support throughout the day.
Friendly Vitamins offers a brain supplement containing natural ingredients. Their formula focuses on supporting memory retention and mental clarity.
Products are just tools to support your creative practice – they can’t replace good fundamentals like proper rest, scheduled creative time, and an environment conducive to focus.
Creating your personal flow toolkit
Create your own creative flow toolkit by experimenting with different musical approaches. Try instrumental music when words might be distracting. Test out familiar playlists versus new music. Notice what helps you slip into that creative zone more easily. The goal isn’t to find a single perfect solution but to build a range of musical tools you can deploy based on the needs in the moment.
Getting into a creative flow isn’t just about producing more – it’s about producing better work that resonates with the audience while finding more enjoyment in the process. When we combine intentional time management with the right musical environment, we set ourselves up for those rewarding moments of creative flow that benefit everyone involved.