Podcast

April 10th, 2025

The Apple Cart: S2, E4: How to Find Creativity Regardless of Your Industry

In this episode of the Apple Cart, I’m joined by Natalie Pithers to talk about how to find creativity, no creativity matter what you do or which industry you’re in.

Natalie is the founder of Genealogy Stories and the Curious Descendants Club. Alongside that, she works as the Head of Change & Comms at SoG (the Society of Genealogists).

She’s passionate about helping people to write and share their ancestors’ stories, to ensure their incredible family history discoveries are not forgotten. Club members delve into social history and hone their writing skills to share those stories.

Listen to the Interview

How Genealogy can be a Creative Hobby

When you approach genealogy from a storytelling perspective, as Natalie does, it can be a great creative outlet. “You can go off on all different tangents and get really creative with it.

“One of the ways I like to explore is to pick a random theme. For instance, learning about watches or another common object. And then you start to weave in your own family or local history too, which is great.

“I think you can be really creative with family history. Because essentially history is storytelling, and that’s fun. And sometimes you don’t find your ancestor, but you learn about common experiences that your family member probably had too.”

Why Most Entrepreneurs Don’t Need to Find Creativity

Most entrepreneurs are far more creative than they realise, Natalie and I agree. You’re constantly problem-solving and the fact that you’re running a business at all is proof of your creativity. You’re capable of more than you think you are.

Natalie adds: “Entrepreneurs have been creative enough to come up with an idea and market it. And having constraints means you find creativity too. If you’ve got a blank page, you don’t know what to do. But if someone says, ‘Write all the different ways you can say blue in the next 30 seconds’, it becomes more doable.

“And the constraints within our business and the times where it’s the most challenging can actually be the times that we’ve become the most creative and come up with our most fantastic ideas.”

Find creativity

Why You Should Attend Conferences

Natalie and I first met when we were paired up ahead of attending a digital event, and have now met in person. We both think conferences are invaluable for small businesses. But why should you consider going to one?

“I think it’s really energising. Because as business owners, we can spend too much time on our own. So just getting out and having a day that’s different to the norm can be quite powerful.

“But it’s also about meeting people. You hear conversations going on around you. And that can spark your own creativity. For me, the people are more important than the content. Make time to meet people, but give yourself downtime as well.”

How Business Owners can Find Creativity

If you’re feeling overwhelmed and want to shake things up, what can you do? How do you approach things differently and creatively? Natalie says: “Find other business owners. Join an online community, whether that’s free or paid-for. You’ll meet people who’ve had similar experiences.

“Look on Facebook and see what there is. And if there isn’t one, start it yourself. Even if their businesses are different to yours, the challenges will be the same. Talking to someone else when you’re finding things hard is invaluable.

“Get out of your own head and talk things through. And remember that you don’t have to make all of your money through your small business. If you have to go back to employment, it can free up your mind to find creativity again.”

Timestamps

  • 01:31 – 03:35: Natalie’s interest in genealogy
  • 04:14 – 07:06: Why amateur genealogists like the family-history-as-stories approach
  • 08:04 – 09:06 Finding women’s voices in history
  • 10:03 – 10:24: How genealogy can be a creative hobby
  • 15:55 – 17:30: How entrepreneurs are more creative than they realise
  • 18:50 – 23:00: Why business owners should go to conferences and events
  • 24:03 – 25:24: Why you should consider industry-specific events
  • 27:25 – Natalie’s advice to anyone wanting to research their family history
  • 30:02 – 32:07 Natalie’s advice to business owners lacking creativity

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