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Under Pressure

Ease tension and get the creative juices up and running again.

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This story appears in the August 2003 issue of Entrepreneur. Subscribe »

The starting point for every creative act is the unknown. For most of us, this is not good news. Uncertainty is uncomfortable.

So how do you encourage people to step into the unknown when embarking on a new creative process? Providing a safe environment is essential. When asking your employees to create something innovative, let them know they won't be punished if they don't succeed. Clearly communicate you know the outcome is uncertain, and provide the time and resources your people need to create. And, as always, define the desired parameters of the outcome so you can measure success.

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