Why Your Ideas Need SHaPe: A framework for creative thinking

Group of people sat together, smiling and lauging

How do you turn a business brief into an original event concept?

You might think there’s no formula for creative thinking, but you can create the right conditions for ideas to develop, evolve and become meaningful experiences.

The best creative work happens when the right inputs (Stimulus), mental environment (Headspace), and urgency (Pressure) are in play. Broadsword’s SHaPe framework brings these three factors together to help creative teams balance fresh perspectives, space to think and purposeful constraints.

Broadsword Creative Director, Martin Walton, explains the SHaPe framework and how to apply it to develop creative ideas, rather than relying on AI.

The Creative Paradox: AI vs. Human Creativity

“Is AI going to take my job?” It’s the question gnawing at creatives worldwide. The answer, paradoxically, is both “almost certainly” and “not at all.” I call this Quantum Panic Theory — we exist in a world where AI both threatens and enhances creative work simultaneously.

AI can already generate content at an unprecedented speed and cost, but the fact that it can is a uniquely human dilemma.

Humans created AI and recognised its benefits before fully confronting the risks. Yet that same optimism—the desire to create and innovate—is at the core of human creativity.

So, instead of fearing AI, what if we focused on the human factors that truly shape creativity? That’s where SHaPe comes in.

The SHaPe Formula: The Blueprint for Creative Thinking

Creativity is often seen as a mystical force: unpredictable and elusive, like a lightning strike. But creativity isn’t magic; it’s a process that can be nurtured, structured, and optimised. I call this formula SHaPe.

SHaPe stands for Stimulus, Headspace, and Pressure – three essential factors that, when balanced, equal the ideal conditions for innovation. Understanding and managing these elements can mean the difference between groundbreaking ideas and creative stagnation.

Why Creativity Needs Structure

Great ideas don’t emerge in a vacuum; they need the right conditions to grow. Too often, businesses expect creativity to happen spontaneously, relying on a moment of inspiration during a brainstorming session. In reality, strong creative work depends on the right inputs (Stimulus), mental environment (Headspace), and urgency (Pressure).

The SHaPe framework allows us to deconstruct creativity into its essential components, helping individuals and teams move away from waiting for inspiration to designing for it.

Breaking Down the SHaPe Formula

• Stimulus – Creativity needs fuel. Whether it’s exposure to new ideas, collaboration with diverse minds, or experiencing art, technology, and culture, stimulus feeds creative thinking. Without fresh inputs, we risk recycling the same tired concepts.

• Headspace – Great ideas don’t just emerge in high-pressure environments; they need space to breathe. Overloading schedules and constant task-switching stifles original thinking. Creativity thrives when we create mental and physical space for ideas to incubate.

• Pressure – Deadlines and constraints can be powerful creative motivators, but too much pressure leads to stress and burnout. The right amount of challenge sharpens ideas and forces innovative solutions. Learning to manage creative pressure effectively is key to producing great work without diminishing creative energy.

Applying SHaPe in Practice

Understanding the SHaPe framework is one thing—applying it is another. Businesses and creative teams can use this formula as a diagnostic tool:

• If creativity feels blocked, ask if there a lack of Stimulus.

• When ideas aren’t forming, ask is there enough Headspace.

• Where execution feels sluggish, consider if there is the right level of Pressure.

“By consciously designing for creativity, rather than hoping it will appear, teams can foster sustainable innovation and move beyond waiting for lightning to strike”.

Read next: Broadsword’s Creative Lead, Aisha Jesus, explores how to give your creative partner better event briefs.

WORK WITH AN EVENTS AGENCY

Turn your ideas into experience

An experienced event agency can help you see possibilities that may not be obvious at the start of the planning process. The value of that partnership is not limited to event delivery. A strong agency can challenge the format and develop creative concepts tailored to your audience and objectives.

Broadsword is a full-service corporate events agency that takes a creative approach to delivering impactful brand events that bring together bold immersive concepts with world-class production and delivery. With in-house expertise in design, custom content, event technology, and bespoke event identities, our creative team creates content to bring the vision of your event to life, transform spaces, and captivate event audiences. Explore our creative events services here.