The power of lived experience in creative thinking

Why lived experience matters

In today’s rapidly shifting business environment, creativity and innovation depend not only on data and frameworks but also on the depth of human experience brought into the room. Lived experiences—those insights gained through personal journeys, challenges, cultures, and perspectives—add nuance and originality that traditional analytic processes often miss.

When teams intentionally integrate these experiences into brainstorming, they gain access to a richer set of ideas and a more authentic understanding of customer needs. The operative word here is ‘intentionally’—lived experience only adds value when organisations make deliberate space for it, rather than hoping it emerges by accident.

Enhancing innovation through diversity of thought

Great ideas rarely come from uniform thinking. Businesses that rely solely on technical expertise or standardised approaches risk creating solutions that are functional but uninspired. As Apple co-founder Steve Jobs famously stated, “Creativity is just connecting things.” Individuals with varied backgrounds connect ideas differently, drawing on memories, struggles, and successes that others may not have encountered.

Including lived experiences amplifies the creative palette. Someone who has navigated a disability might see opportunities for accessibility improvements that others overlook. A team member who grew up in another cultural context may contribute fresh analogies or customer insights. These experiential inputs shape more relevant, human-centered solutions.

Strengthening empathy and customer understanding

In a recent pitch, I paused on one particular slide and said, ‘This is probably the most important slide in our presentation.’ It focused entirely on understanding people—a reminder that even the most sophisticated strategies fail if they overlook the human beings they aim to serve.

Innovation succeeds when it resonates with real people. Integrating lived experiences within strategic discussions builds empathy, which in turn helps develop products and services that address genuine needs.

Building inclusive and engaged teams

Organisations that value lived experience signal that each individual brings something essential to the creative process. This fosters a culture of inclusion and psychological safety, conditions repeatedly shown to boost innovation. Employees become more invested when they see their experiences shaping outcomes, and collaboration deepens as diverse viewpoints become assets rather than obstacles.

These principles aren’t abstract—I see them validated constantly in my own work. In a recent cross-business meeting, I acknowledged that my contribution in brainstorming sessions is often to bring the big, unpolished ideas. But the real magic happens when colleagues with different lived experiences shape, challenge, and refine those ideas. Their perspectives turn rough concepts into solutions that are grounded, relevant, and genuinely useful.

These experiences reinforced for me that innovation isn’t the product of individual brilliance, but of diverse minds working together with a shared commitment to understanding people.

Conclusion

Including lived experiences in brainstorming is not a soft skill—it is a strategic imperative. When personal insights merge with professional expertise, organisations unlock more original ideas, build deeper customer understanding, and strengthen team engagement. In a business world defined by complexity and competition, the organisations which harness the full spectrum of human experience will remain the ones that lead.