Latest news with #creativeprocess
Times
4 days ago
- Business
- Times
My husband found me in Yellow Pages … we built our firm on love
'All you need is love,' sang the Beatles. For Sakina Buoy, co-founder and chair of The Somerset Toiletry Co, which she started with her late husband, Roger, in 1999, the same is as true of business as it is of romance. 'It's a different kind of love, but business is all about love, isn't it? It's about loving your employees, loving what you do, and, for me, loving the creative process.' It's an approach that has helped the company, which makes affordable but inventively packaged bath and body products, stand the test of time. In the past 26 years it has contended with the global financial crisis, Roger's death from cancer in 2016, and the pandemic. Today the business, which employs 72 people, is in rude health: it generated sales of £13.7 million and a pre-tax profit of £674,000 in the year to December 31, 2023. Buoy says her husband was the entrepreneurial brains of the operation, but given that the company had sales of £8.2 million when he died, she has demonstrated plenty of business smarts too. To say Buoy's professional career started in a completely different sphere would be something of an understatement. 'If you told me in my twenties I would be a business person, I would have fallen on the floor,' she laughed. Now 65, she was born in Wigan but grew up in Manitoba, Canada, after her family moved there for her father's job as a nuclear engineer. 'I grew up on this tiny island where almost everybody was employed by Atomic Energy of Canada. I gained an appreciation for bears and skunks and it was quite idyllic.' They moved again, this time to Montreal, where Buoy went to university and gained a degree she would then use to help with a national effort to deinstitutionalise mental health services in Canada. ''I specialised in working with people with Down's syndrome,' explained Buoy, who described it as a beautiful but emotionally challenging job. Next, she got involved in politics in the Canadian city of Edmonton, and, 'embarrassingly for my dad', became secretary for an organisation called Edmontonians for a Non Nuclear Future. 'It wasn't about nuclear power plants,' she recalled, 'but the military use of nuclear weapons.' This was followed by a trip to India, where she spent time in ashrams and on yoga and meditation retreats, leading to an interest in essential oils. By the age of 26, and now a qualified aromatherapist, Buoy returned to the country of her birth and made it her home. She moved to Devon a few years later and met Roger, who was seeking an aromatherapy expert to help him with a business he was working on. 'He found me in the Yellow Pages,' smiled Buoy. That business, called Applewoods, sold luxury soaps and other toiletries. Launched in 1992, it had 28 stores around the world at its peak but encountered difficulties when the 1997 Asian financial crisis hit. The couple had to prop up the company until it was sold at a cut-down price, and that depleted their personal wealth. When they took out a loan to start again with The Somerset Toiletry Co, it was secured against the family home — a decision that weighed heavy on Roger, said Buoy. 'We had the conversation when we had our kids that he never wanted to lose the house, and I would always say to him: 'I don't care if we live in a two-up, two-down.' This was our life and our passion; I was never afraid about losing money — it has never been of huge importance to me.' The couple's stretched finances, however, meant that they 'worked on a shoestring' for the first few years. Their selling point was carefully designed packaging and creating products that were as natural as possible. 'If it's 100 per cent natural, you're going to be keeping it in the fridge. Our USP is making products that are really affordable but are still beautiful and have really good ingredients,' said Buoy. The initial plan had been to sell products direct to consumers, but when the Buoys attended a trade fair in Birmingham in 1999, they met buyers from the fashion and homeware company TJ Maxx, the American owner of TK Maxx, who asked if they could make private-label products to be sold under their own brand name. 'Because we were a young business, we said yes and ended up doing private-label products for the first 11 years,' said Buoy. The Somerset Toiletry Co has produced own-brand products for other large retailers including Laura Ashley and Anthropologie. But the financial crash of 2008 forced the married co-founders to reconsider their strategy when orders from key clients dried up. 'That was a huge challenge for us — we nearly lost the business,' said Buoy. They retrenched, choosing not to take salaries, and 'went back to working on a shoestring'. They also diversified into distributing their own products, so that they weren't over-exposed to any fall in demand for the private-label lines. It's now nearly 50:50, said Buoy. 'We knew that if there was another crash, we had lots of customers and we would be much more insulated.' To ensure consistency of pricing and quality, the pair entered into a joint venture in a factory in Porto, Portugal, called Castelbel, where their products were made for ten years. Roger made the decision to sell the couple's 60 per cent stake shortly before he died in 2016. 'He had an inkling he was going to die, and he wanted to die knowing that no matter if I screwed things up or not, there was money in the bank.' Buoy won't divulge a sale figure but confirms that their stake fetched a seven-figure sum. Although Roger had suffered from ill health his entire life, first because of a heart condition and then two different forms of cancer, his death was 'shocking', said Buoy. 'I don't think you can really plan for somebody you love dying. I think we all thought, although he was obviously very unwell, that he was like Superman.' Buoy later decided that she needed support with the finances and, in 2019, Brett Bateman was hired as chief executive. Last year the company opened a new, larger factory in Somerset to make its products, and the longer-term plan is for her two sons, Zantore and Xavier, to take over the business. Buoy, who still works for the company on the creative side three days a week, said the present climate for UK entrepreneurs was the hardest she'd known. 'Britain has always been a huge country for small and medium-sized companies, but I don't even know if this government likes business,' she said. Despite this, her passion for The Somerset Toiletry Co is undiminished. 'I still love creating things. It is a thrill to go into a shop and see the products you've been working on there on the shelf, and then to be standing there when a customer comes and buys them.'
Yahoo
17-07-2025
- Entertainment
- Yahoo
Sabrina Ionescu breaks down the process of designing her new shoe, Sabrina 3s
As her new shoe prepares to be released, Sabrina Ionescu shares the creative process of designing her own sneakers.
Forbes
05-07-2025
- Business
- Forbes
How To Destroy Motivation And Initiative: Your Boss Fails To See You
Not being seen by your boss saps morale, intiative and wellbeing. Marcus walked into his creative director's office with a buzz of energy. As a designer for a large food company, he'd spent the past two weeks orchestrating a bold visual rebrand. It wasn't just surface polish — he'd run informal user testing, collaborated with marketing, and even brought in a consumer psychologist to sharpen the narrative. The concepts were sharp. He knew it would push the brand into more premium territory. But as he clicked through the mock-ups, his manager, Helen, said little. She nodded once or twice, then scrolled back to one slide and asked: 'Isn't this too highbrow for our core audience? Have you costed this yet? I don't remember signing off on a complete rebrand!' Marcus felt the room dim. His mood, once high, shifted to confusion and frustration. He'd worked weekends, chased insights, and taken a creative leap. Why was Helen stuck in procedural scrutiny and scepticism. Would she acknowledge his efforts, recognise the risk he'd taken? Their interaction wasn't a confrontation. No voices were raised. But it was a moment. And moments like this, over time, add up — often in ways leaders never see. We often talk about emotional labor in service roles. But creative and knowledge workers perform a different kind: the emotional investment of offering an idea that might not land. Neal Ashkanasy, Professor of management at the University of Queensland and a leading scholar on emotions in organizations, puts it this way: Marcus felt exposed, angry and let down but his wasn't an overreaction. It was information. It was his emotional system registering a breakdown in trust, a rupture in effort–reward alignment. When leaders fail to acknowledge effort, they're not just missing an opportunity for praise — they're missing the ignition point for future motivation. This is definitively not coddling staff. It's what negotiating organizational psychologist Denise Rousseau calls the psychological contract — the implicit, unspoken expectations between employer and employee. Chief among them: that effort will be recognized. For Marcus what hurt the most wasn't the critique but that the critique came first, and with no acknowledgment of either his labor, nor his intent. And while Helen may have thought she was being rigorous, she was, in effect, demoralizing a real contributor. Research bears this out. Amy Edmondson's work on psychological safety shows that teams thrive when members feel safe to take interpersonal risks. That safety is built not just by avoiding blame — but by leaders explicitly affirming contribution. Without it, people will play isn't flattery, it's fuel. Dismissing creative work, especially in its early stages, carries outsized impact. That's because design work — like most innovation — is fragile in its infancy. It hasn't yet proven itself. It needs belief before it gets results. When leaders habitually respond with critique-before-curiosity, three things happen: This is particularly acute in domains where ideas must be tested, iterated, and challenged. But challenge without validation isn't rigor. It's discouragement. Now, imagine Helen had paused before the critiques: Then: That kind of leadership activates what psychologist Barbara Fredrickson calls the broaden-and-build effect — where positive emotions expand thinking, build trust, and create momentum. It's the opposite of defensiveness. So how can leaders lead better in moments like these? Here are three small but high-impact moves: 1. Validate Before You Criticize Start by recognizing effort, ambition, or insight. Then move to critique. This sequencing matters. It changes how feedback is received. 2. Name the Emotion Behind the Effort Instead of just reacting to output, acknowledge the investment. 'I can see you really poured yourself into this.' That line, when authentic, goes a long way. 3. Frame Critique as Co-Creation Avoid adversarial framing ('I don't like…' or 'This won't work'). Try: 'Let's build on this' or 'What if we added…' Co-creation keeps people isn't about being nice. It's about being effective. If you want bold ideas, you have to create an environment where it's safe to bring them. That doesn't mean saying yes to everything. It means seeing the effort before you judge the execution. Leadership is more than what you decide, it's how you respond when someone takes a risk in front of you. It's what you say and do in those tiny moment that determines whether the next idea is put on the table or left in someone's drafts leaders, every response is a message. The question is: What message are you sending?
Fast Company
05-07-2025
- Entertainment
- Fast Company
‘I am very motivated by frustration': A Yale creativity expert on how to turn your ideas into action
BY When scientist Zorana Ivcevic Pringle first started out in academia as an undergraduate student, she wanted 'to study interesting people.' Unfortunately, that's not a scientific term, and it carries with it a value judgement (also unscientific, as fun as it sounds). 'I started being interested in describing what creative people are like, and understanding that complexity in a creative personality,' she says. 'They seem to embody these dichotomies, things that oftentimes don't go together in most people. It grabs your attention to something really important.' She frames creativity in her research around strength and vulnerabilities, particularly engaged in how both personality and processes feed a creative act or idea: 'How do you approach it when you have an idea? What happens with it? I became interested in what I ended up calling the process of self-regulation in creativity. And that is, how do you make yourself do it?' Now, on the heels of launching her book The Creativity Choice (May 2025), Pringle, who is a senior research scientist at the Yale School of Medicine's Center for Emotional Intelligence, admits she was onto something, and that dichotomy she senses about creativity is endlessly inspiring and interesting, across disciplines, everywhere. 'I wanted to study people who are complex, who are doing things that are different, and who are pushing boundaries of what is possible.' The body of work she's cultivated in more than two decades of researching creative individuals and their processes is both incredibly layered and also fundamentally pedestrian. We all can relate to it, even if we don't have the last name of Bezos, Einstein, or Monet. Creativity has a lot of fun in it. We don't talk enough about it, but it also has times that are very hard—I mean, excruciatingly hard. We encounter obstacles, as a rule. Nothing you ever try works out. That's disappointing, frustrating, overwhelming. That can be stressful. We have to deal with that and on some level accept it will happen. We have to have comfort that we can handle it somehow. I became fascinated by that. The super-early-rate deadline for Fast Company's Most Innovative Companies Awards is Friday, July 25, at 11:59 p.m. PT. Apply today.
Geeky Gadgets
30-06-2025
- Geeky Gadgets
Unlock the Secret to Writing with AI: Transform Your Creative Process Today
Imagine sitting down to write, staring at a blank page, and feeling the familiar pressure of crafting the perfect sentence. Now, picture an assistant by your side—one that can brainstorm ideas, refine your drafts, and even summarize complex concepts in seconds. That's the promise of AI-powered writing tools. But here's the catch: while these tools are incredibly powerful, they're not magic. Without understanding their inner workings and how to guide them effectively, you risk frustration, wasted time, and subpar results. To truly unlock the potential of AI in your writing, you need to master a few foundational principles—ones that will transform how you collaborate with this technology and elevate your creative process. The Nerdy Novelist uncovers the essential building blocks of writing with AI, from understanding the role of Large Language Models (LLMs) to optimizing key settings like temperature and context windows. You'll learn how to choose the right tools for your tasks, tailor AI outputs to your needs, and avoid common pitfalls that can derail your workflow. Whether you're a seasoned writer or a curious beginner, these insights will empower you to harness AI as a true partner in your creative journey. After all, mastering the basics isn't just about efficiency—it's about unlocking new possibilities for innovation and expression. AI Writing Workflow Essentials How Large Language Models (LLMs) and Wrapper Tools Work At the core of AI writing are Large Language Models (LLMs), such as GPT, which are designed to process and generate human-like text. These models act as the computational 'engine' behind AI's ability to understand and produce language. However, most users do not interact directly with these models. Instead, they rely on wrapper tools—user-friendly applications like chatbots, writing assistants, or coding helpers—that simplify access to LLMs. Wrapper tools are specifically designed to make LLMs more accessible and task-specific. For example, they can assist with drafting articles, summarizing lengthy documents, or even generating code snippets. While LLMs provide the raw computational power, wrapper tools refine and direct that power, making it practical for everyday use. Understanding this relationship between LLMs and wrapper tools is crucial for using AI effectively in your writing workflow. Choosing Between Reasoning Models and Regular Models AI models are generally categorized into two types: reasoning models and regular models. Each serves a distinct purpose and is suited to different kinds of tasks. Reasoning Models: These models are designed to 'think' critically before generating responses. They are ideal for complex tasks such as brainstorming, editing, or solving intricate problems. By analyzing input more deeply, reasoning models produce nuanced and context-aware outputs, making them a valuable tool for tasks requiring depth and precision. These models are designed to 'think' critically before generating responses. They are ideal for complex tasks such as brainstorming, editing, or solving intricate problems. By analyzing input more deeply, reasoning models produce nuanced and context-aware outputs, making them a valuable tool for tasks requiring depth and precision. Regular Models: These models are optimized for straightforward tasks like drafting text or generating quick responses. While they lack the analytical depth of reasoning models, they are faster and more cost-effective for simpler needs, such as composing emails or creating basic outlines. Knowing when to use each type of model can save you both time and resources. For instance, if your task involves generating a quick draft or summary, a regular model may suffice. However, for more intricate projects requiring detailed analysis or creative input, a reasoning model is the better choice. Mastering AI Writing: Tips for Writers to Optimize Results Watch this video on YouTube. Explore further guides and articles from our vast library that you may find relevant to your interests in AI writing. Understanding Context Windows and Tokens A critical aspect of AI writing is understanding how context windows and tokens function. The context window refers to the amount of information the AI can process at one time, measured in tokens. Tokens are not equivalent to words; for example, the phrase 'artificial intelligence' might count as three tokens. Larger context windows allow you to input more extensive data, such as lengthy documents or detailed instructions. However, this can sometimes overwhelm the AI, leading to what is known as the 'needle in the haystack' problem, where the AI struggles to focus on the most relevant details. To mitigate this issue, consider summarizing your input before feeding it into the AI. This approach not only improves the accuracy of the output but also reduces costs associated with token usage, making your workflow more efficient. Fine-Tuning AI Parameters AI tools often provide adjustable parameters that allow you to control their behavior and tailor their outputs to your specific needs. Two key settings to understand are temperature and top P: Temperature: This parameter controls the AI's level of creativity. Higher values (e.g., 0.8) encourage the AI to generate more diverse and unpredictable responses, making it suitable for creative tasks. Lower values (e.g., 0.2) produce more focused and consistent outputs, which are ideal for technical or formal writing. This parameter controls the AI's level of creativity. Higher values (e.g., 0.8) encourage the AI to generate more diverse and unpredictable responses, making it suitable for creative tasks. Lower values (e.g., 0.2) produce more focused and consistent outputs, which are ideal for technical or formal writing. Top P: This setting limits the randomness of the AI's responses by narrowing the range of token selection. By refining the AI's output, top P ensures that the generated text aligns more closely with your expectations. Experimenting with these parameters can help you achieve the desired balance between creativity and precision. For example, if you're working on a technical document, you might prefer lower temperature settings for accuracy. Conversely, creative writing projects may benefit from higher temperature values to encourage originality and innovation. Mastering Prompting Techniques The way you communicate with AI plays a significant role in determining the quality of its responses. Effective prompting involves two main types: System Prompts: These are overarching instructions that guide the AI's behavior throughout a session. For example, you can use a system prompt to ensure the AI maintains a formal tone, adheres to specific guidelines, or focuses on a particular style of writing. These are overarching instructions that guide the AI's behavior throughout a session. For example, you can use a system prompt to ensure the AI maintains a formal tone, adheres to specific guidelines, or focuses on a particular style of writing. User Prompts: These are task-specific instructions or questions you provide during individual interactions. Examples include 'Summarize this article in 200 words' or 'Generate a list of pros and cons for this topic.' Additionally, refining the AI's responses can lead to improved outputs. By editing its initial response and providing feedback, you can guide the AI toward better alignment with your preferences and objectives. This iterative process ensures that the AI-generated content meets your standards and expectations. Practical Tips for Writers Using AI To make the most of AI in your writing workflow, consider implementing the following strategies: Experiment with different LLMs and wrapper tools to identify the ones that best suit your specific tasks and requirements. Use concise summaries instead of full texts to improve the AI's comprehension and reduce token usage, enhancing both efficiency and accuracy. Adjust parameters like temperature and context window size to strike the right balance between creativity and precision for your projects. Refine and edit AI-generated content to ensure it aligns with your standards and objectives, making it suitable for your intended audience. By incorporating these practices into your workflow, you can streamline your writing process and achieve higher-quality results when collaborating with AI. Enhancing Your Writing Workflow with AI Mastering AI writing begins with understanding its foundational technologies, such as LLMs and wrapper tools, and learning how to optimize settings like context windows and parameters. By applying effective prompting techniques and tailoring AI outputs to your specific needs, you can unlock its full potential as a writing assistant. These skills will empower you to integrate AI seamlessly into your creative and professional projects, enhancing both efficiency and quality while opening new possibilities for innovation in your writing endeavors. Media Credit: Nerdy Novelist Filed Under: AI, Guides Latest Geeky Gadgets Deals Disclosure: Some of our articles include affiliate links. If you buy something through one of these links, Geeky Gadgets may earn an affiliate commission. 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