Podcast Summary: How to Cultivate Content Creativity: A Framework for Marketers

Social Media Marketing Podcast
Host: Michael Stelzner
Guest: Melanie Deziel, Creative Systems Architect
Date: January 29, 2026

Overview

In this episode, Michael Stelzner interviews Melanie Deziel, a leading expert in content operations and creativity, to unpack a practical framework for cultivating content creativity in organizations. They delve deep into how marketing teams and leaders can foster a culture where new ideas thrive, why creativity often clashes with business routines, and actionable steps to unlock innovative content ideas without overwhelming teams. The conversation provides both the psychological and operational playbook to move from rote content production to breakthrough creativity.

Key Discussion Points & Insights

1. Why Businesses Struggle with Content Creativity

• Creativity vs. Business Operations:
  • Businesses prioritize efficiency, speed, and minimizing risk ("maximum output at maximum speed...very little risk tolerance" – Melanie, 03:17), while creativity requires time, safety, and risk-taking.
• Resource Challenges:
  • Most marketers want more time and resources for creativity, but get stuck in habit and routine.

2. The Benefits of Cultivating Content Creativity

• Deeper Audience Connection:
  • Trying new content approaches helps businesses learn what engages their audience, leading to higher retention and loyalty (05:51).
• Cultural Benefits:
  • Comfortable sharing and collaboration foster better workplace culture.
  • "That ability to have people feel comfortable sharing ideas...makes people feel more valued." – Melanie (06:26)

3. Creating the Right Cultural Conditions

• Psychological Safety is Key:
  • Employees need to feel safe suggesting ideas, not fearing being “shot down” (08:50).
  • "If you create that environment where people feel like innovation is not respected, ideas are not welcome, that is toxic." – Melanie (09:30)
• Handling Idea Rejection:
  • Leaders must discern which ideas work, but can do so without discouraging future input.
  • "Try to build an environment where ideas are welcome because if they're not...you will never receive them." – Michael (12:37)

4. The Divergent & Convergent Thinking Framework

• Divergent Thinking ("Growth" Phase):
  • Focus on generating as many ideas as possible; all suggestions are valid, no critiques.
  • "We're just adding. We're, Yes, and-ing. It doesn't matter if it's in budget...it's just the ideas." – Melanie (15:10)
• Convergent Thinking ("Pruning" Phase):
  • Later, refine and analyze the feasible ideas considering budget, brand, timeline, etc.
  • "When that has grown to a significant place...then we will move into the refining phase." – Melanie (15:55)
• Why Separate Them?
  • Mixing the two dampens creativity and instills fear of sharing.

Notable Quote

"Truly creative thinking...is actually those two things [divergent and convergent] working together...You need both." – Melanie (13:35)

5. Practical Steps to Cultivate Creativity

• Set Clear Processes:
  • Explicit channels/meetings for idea sharing. Otherwise, ideas arrive randomly and inefficiently. (16:57)
• Example Submission Structure:
  • The “What, Why, Who” model: Simple description, reason it's important, and impacted stakeholders.
• Adjust to Your Organization:
  • Whether via a physical board, a digital form, or team chat, pick a system where everyone feels heard.

Notable Quote

"If there's no explicit process, people are going to do whatever they think is best, and that's not going to be what you think is best." – Melanie (16:59)

6. Applying the Framework: Real-world Example

• Industrial Equipment Brand:
  • Initial “random” ideas (e.g., using beehives/chickens for content) seemed disconnected, but iterating (“yes, and”) allowed the group to land on a viable, relevant idea for their content (27:40–30:11).
• Why It Worked:
  • The environment allowed far-fetched ideas, facilitating the path to a truly good one.

7. Dealing with Individual Idea Submission

• Responding to Solo Ideas:
  • Prefer live, synchronous discussions (in person, by video, or call) to create rapport and safety (32:56).
  • If the idea isn't a fit, set up an "idea parking lot"—a place to store ideas for future use (35:00).
• Feedback Ethic:
  • Make sure people feel heard, even when ideas are deferred.

8. Navigating Organizational Buy-In and Resistance

• Selling Ideas Upwards or Across Teams:
  • Anchor new proposals to company vision/mission or popular company successes.
  • "Find something that [the decision-maker is] attached to in a positive way and relate it to that." – Melanie (36:28)
• Blame Process, Not People:
  • When things go wrong, analyze what about the process can change—don’t scapegoat individuals for failed creativity.

Notable Quote

"When creativity cannot thrive, it is not a lack of creativity on your team's part. It is a lack of creative conditions." – Melanie (44:51)

9. Mindset and Growth

• Addressing Limiting Beliefs:
  • Leaders should ask, "What about our process doesn't allow people to be creative?" (43:20)
  • Encouraging a growth mindset is critical; "People want to do good work...so what about our process makes them afraid to do that?"

Memorable Moments & Quotes

• On Safety and Ideas:
  “When you create that environment where people feel like innovation is not respected, ideas are not welcome, that is toxic.” – Melanie (09:30)

• On Creative Phases:
  “It's not about a lack of feedback. It's about giving it time to grow and then pruning strategically.” – Melanie (12:52)

• On Process over People:
  "My single biggest tip that can change the culture from inside out is to start blaming process instead of people." – Melanie (36:28)

• On Turning Down Ideas:
  "Having a place where those ideas are saved somewhere...makes people feel heard that if now is not the right time, at least it's saved." – Melanie (35:00)

• On Getting Out of a Rut:
  “If you’re just dialing it in, you’re not motivated at all...that’s a good sign you’re in need of divergent thinking.” – Melanie (24:32)

• On Leader Responsibility:
  “If the culture creates that feeling, the next person sitting in that seat’s going to feel the same way.” – Melanie (44:00)

Timestamps for Important Segments

• [03:17] – Why businesses get stuck creatively
• [06:48] – How creativity positively impacts business and culture
• [08:50] – The role of psychological safety in idea sharing
• [12:19] – Balancing idea generation and practical business needs
• [14:18] – Steps for setting up a creative framework in teams
• [16:49] – Importance of process in idea submission
• [21:01] – Introduction to divergent thinking
• [22:42] – When is divergent thinking needed?
• [25:08] – Real-world example: Industrial equipment company's creative process
• [30:20] – Transition from divergent to convergent thinking
• [32:56] – How to respond to individual idea submissions
• [35:00] – The value of an "ideas parking lot"
• [36:28] – Techniques to sell creative ideas within organizations
• [43:20] – How leaders can address limiting beliefs on their teams
• [44:51] – Closing insight: It's the creative process, not the team's creativity, that matters most

Actionable Takeaways

• Separate “big idea” time and “edit/prune” time—don’t combine them.
• Establish explicit, safe processes for submitting and evaluating ideas.
• Anchor proposals to higher-level company missions/values when selling internally.
• Store unselected ideas in an “idea parking lot” for future consideration.
• Assess and improve the creative process/culture before blaming people for lack of innovation.

Closing Thoughts

Melanie emphasizes that the single most important driver of ongoing content creativity is not raw talent or more resources—it’s reshaping the operating environment and processes so new ideas can safely emerge, be explored, and then refined. Leaders play a pivotal role in shaping these conditions, and anyone can contribute to the cultural shift by advocating for "process over people" and intentionally fostering a growth mindset throughout their teams.

Find Melanie Deziel: melaniedeziel.com | LinkedIn: Melanie Deziel | TikTok: meldeziel

Full episode notes: socialmediaexaminer.com/703

This summary captures the language and practical tone of Michael Stelzner and Melanie Deziel, providing a comprehensive resource for marketers looking to cultivate creativity in their teams and content.