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Radical creativity is a big theme at 911������. What does that mean to you?

"The most impactful creativity is usually radical. The further ahead of its time an idea is, the more radical it feels.

At Apple, where I really grew as a designer, radical creativity was the norm. Their retail stores are a great example: built around the unconventional idea that no one would actually try to sell you anything. It was a bold move – and yet, those very stores went on to become some of the most successful in the world."

How do you nurture your own creativity?

"I see creativity and discipline as two sides of the same coin. The more intentional and structured your approach, the more space you create for real creative freedom. Without that foundation, you’re not really free – you’re just floating without direction.

I rarely face creative blocks, and I think that’s because I rely on discipline to keep me grounded. For me, it’s about having clarity and a steady rhythm to how I spend my time – like the structure we had in grade school, where everything had its time and place. I know I’m most focused in the mornings and more flexible in the afternoons, so I build my day around that. It just doesn’t make sense to burn my best hours on email.

The environment also plays a huge role. At Apple, everything, especially the Apple Park campus, was designed with creativity in mind. The space reflected the company’s values and gave you energy. Some of the meeting rooms didn’t even have chairs, they were built for quick, focused stand-up sessions that kept conversations purposeful.

Discipline creates contrast and clarity. If you’ve ever fasted, you know how much more vividly food tastes afterward. If you meditate, you start noticing everything more clearly. That same principle applies to creativity."

The original article was published in Aalto EE's Aalto Leaders' Insight magazine.
Text: Reetta Räty