For the past year I’ve been running a simple experiment in my business: notice what energises, notice what drains and then adjust accordingly.
That experiment led to a complete reset with fewer services and a clearer focus.
Today most of my time goes to executive coaching for senior leaders, helping them master strategic influence and communication, and delivering programmes that use storytelling to shape careers. (Plus I still love coaching clients to give TEDx talks and keynotes!)
Alongside that, there’s a steady pull toward projects that exist outside the service.
This has been true for as long as I can remember.
I’ve cycled through phases: poetry and drawing as a kid, theatre, music and dance in my teenage years.
DJing (still a hobby), writing and blogging, and now podcasting.
The form changes; but the need doesn’t. I like to take an idea from a spark to something real and tangible.
At the moment I’m planning Season 2 of my podcast, and am loving mapping the season arc, refining topics, and assembling collaborators.
The planning alone changes how I feel about the week. I notice sharper thinking, more energy and ideas in other areas and a big skip in my step.
What I’m learning (which has taken a while to realise): my brain runs better with creative variety.
When I make space to create outside the core service, I’m more engaged, more resourceful, and ironically, more effective at the service itself.
Here’s why I think this happens, and why it’s relevant if you run a service business:
- Variety reduces cognitive ruts. Switching mediums (audio, writing, visuals) engages different networks in the brain. New pathways make it easier to generate options under pressure with clients.
- Making forces clarity. Turning a fuzzy idea into a script, outline, or diagram reveals what’s missing. That clarity transfers directly to client communication and influence.
- Ownership restores motivation. Projects you choose for their intrinsic interest refill the tank. People can feel the difference when you show up.
If you want the benefits without blowing up your schedule, this is the structure that’s working for me:
- A block each week for creating (no meetings or calls).
- Seeing creative pursuits as projects (the next season of my podcast is 13 episodes long) so it stays light and finishable.
- Asking myself after each win or lesson in the week: what idea from this can I use with a client this week or share in content?
The headline is simple: your brain wants creative variety. When you give it that, your work with clients improves.
If this resonates, shoot me a DM or email hello@helenpackham.com I;d love to hear about your creative pursuits!
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