97% Creative exists to help you reclaim it.

The Problem

In 1968, NASA asked Dr George Land to develop a test to measure creative potential. He gave it to 1,600 children aged five. 98% scored at genius level.

He tested the same children at ten. 30%.

At fifteen. 12%.

The same test, given to adults. 2%.

We don't lose creativity. It gets educated out of us. Trained out. Shaped out by systems built to reward compliance over curiosity, efficiency over experimentation, right answers over better questions.

97% Creative takes its name from that gap. The space between who we were born to be and who we were told to become.

What We Do

We build tools, resources, and experiences that help people think creatively again. In practice, not in theory.

Through assessments, field guides, prompts, events, and a growing library of creative resources, we give people structure to rediscover what was always there. Creativity is a muscle. One that atrophies without use and strengthens with practice.

We measure our impact not by engagement metrics, but by whether someone leaves this site and makes something they wouldn't have made otherwise.

How We Think

Creativity and responsibility are the same conversation. The way we design, build, and create has consequences for communities, for culture, and for the planet. We believe the most creative thing a person can do right now is make something that leaves the world better than they found it.

Every tool we build is designed to be useful, not just impressive. Every piece of content is built to shift thinking, not just fill feeds. We take our cues from nature, because nature has been solving hard problems for 3.8 billion years. That kind of creative track record deserves a seat at the table.

Who's Behind This

97% Creative was founded by Ben Rennie, an Australian designer, author, and creative advisor. Ben wrote Lessons in Creativity (Wiley), developed the Orbital Design framework, and has spent two decades helping organisations embed creativity into the way they work and think.

He founded Reny Studio, a certified B Corp design agency, chairs Design Declares Australia, and runs Rennie Creative Lab, a consultancy focused on creative strategy and advisory.

97% Creative is the public-facing expression of everything he has learned: that creativity is universal, that it can be practised, and that it matters more right now than it ever has.

The Invitation

You don't need permission to be creative. But sometimes you need a push.

Take the assessment. Try the field guide. Pull a prompt. Show up to an event. Dig into the lab.

Start anywhere. The only requirement is that you start.

97% Creative. Because you already are.