How to Use 97% Creative
Everything on this site exists for one reason: to help you rebuild creative confidence. Actual tools, structured practice, and a community of people doing the same work.
Here's how it all fits together and where to start.
Start Here: The Creative Confidence Assessment
What it is: A 9-question diagnostic that measures your creative confidence — not your talent, not your output, but how much you trust and act on your creative instincts.
Why it matters: Most people don't have a creativity problem. They have a confidence problem. Somewhere between childhood and adulthood, they stopped trusting their ideas. This assessment pinpoints exactly where that breakdown is happening — whether it's fear of judgement, perfectionism, lack of practice, or something else entirely.
How it works: Answer 9 honest questions. It takes about 4 minutes. At the end, you'll receive a personalised report that breaks down your creative confidence across key dimensions and gives you a clear starting point.
Who it's for: Everyone. Designers, writers, founders, teachers, students, parents — anyone who suspects they're more creative than they're currently acting.
The Field Guide: 30 Days to Creative Confidence
What it is: A structured 30-day programme of daily creative exercises, reflections, and challenges. Each day takes about 5 minutes. Think of it as a workout plan for your creative brain.
Why it exists: Creativity isn't a gift. It's a muscle. And like any muscle, it atrophies when you don't use it. The Field Guide is designed to rebuild that muscle through daily practice — small, achievable actions that compound over time.
How it works: Start at Day 1. Each day gives you a short reading, a reflection, and a hands-on exercise. There's a built-in progress tracker so you can see how far you've come. You don't need to do it in 30 consecutive days — go at your own pace, but try not to skip too many in a row. Momentum matters.
What you'll get out of it: By Day 30, you'll have a creative practice. Not a vague intention to "be more creative" — an actual daily habit backed by 30 completed exercises. Most people report a noticeable shift around Day 10.
Access: Members only. Sign up for a membership to unlock all 30 days.
Creative Prompts: 97 Sparks
What it is: A collection of 97 creative prompts — quick, sharp provocations designed to shift your thinking in under 5 minutes. A new one appears every time you visit, or hit "Give me another" to shuffle.
Why 97? Because 97% of five-year-olds test as creative geniuses. By adulthood, that number drops to 2%. These prompts exist to close that gap — one small creative act at a time.
How to use them: There's no right way. Use them when you're stuck. Use them as warm-ups before a project. Use them as daily practice alongside the Field Guide. Use them in team meetings to break people out of autopilot. Each prompt has a title, an instruction, and a constraint — the constraint is where the real work happens.
Examples of what you'll find:
Prompt | What It Asks |
The Wrong Tool | Solve a problem using a medium you've never used before |
The Opposite Brief | Design the worst possible version of your current project — on purpose |
Blind Contour | Draw someone without looking at the paper |
The Deletion Edit | Delete 50% of something you're working on and see what survives |
Analogue Hour | Turn off every screen and make something with your hands |
Creator Lab: Your Creative Toolkit
What it is: A curated collection of tools, resources, and reading — everything the site offers, organised in one place. Think of it as the workshop where all the instruments live.
What's inside:
Category | What You'll Find |
Tools | The Assessment, the Field Guide, the Prompts — interactive things you use |
Resources | Frameworks, templates, and reference material to support your creative practice |
Reading | Articles, essays, and long-form pieces on creativity, design, and creative confidence |
How to use it: If you're not sure where to start, start here. Browse by category using the filter tabs (All, Tools, Resources, Reading) and pick whatever catches your eye. Everything in the Lab links to a deeper experience elsewhere on the site.
Events & Masterclasses
What it is: Live workshops, talks, and creative experiences — both online and in-person. These are facilitated sessions designed to go deeper than what you can do alone.
What to expect: Each event listing shows the date, delivery format (in-person or online), price, and facilitator. Events range from free community sessions to paid masterclasses with limited spots.
Why attend: Reading about creativity is useful. Practising creativity is better. Practising it with other people in a facilitated environment is where the real breakthroughs happen. These events are designed to create those moments.
The Journal: Posts & Essays
What it is: The editorial heart of 97% Creative. Long-form writing on creativity, design, culture, climate, and what it means to live a creative life. This is where the ideas behind the tools get explored in depth.
What you'll find: Serialised chapters, standalone essays, creative provocations, and behind-the-scenes writing about the site itself. Some posts are free. Some are for members only.
How to follow along: Subscribe (it's free) and new posts will land in your inbox. Or just visit the homepage — the latest posts are always featured there.
Membership: Free & Paid
What's free: You can read most blog posts, use the Creative Prompts, and browse the Creator Lab without signing up. But creating a free account unlocks the full Field Guide, the Assessment report, and members-only posts.
What's paid: Paid membership supports the site and unlocks everything — including early access to events, exclusive content, and the full archive. Think of it as backing the mission: making creativity accessible to everyone, not just the design industry.
How to sign up: Hit "Sign in" in the top right corner of any page. You can create a free account in 30 seconds with just your email.
The Recommended Path
If you're new here and want the full experience, here's the order that works best:
Step | Action | Time |
1 | Take the Assessment — find out where your creative confidence stands | 4 minutes |
2 | Start the Field Guide — begin the 30-day programme | 5 minutes/day |
3 | Use the Prompts — add a daily creative spark alongside the Field Guide | 5–15 minutes |
4 | Explore the Creator Lab — dig into resources and reading as you go | Ongoing |
5 | Join an Event — take it offline and into a room with other creatives | When available |
6 | Subscribe — stay connected and get new content in your inbox | 30 seconds |
You don't have to follow this order. There's no wrong door. But if you want the most structured path from "I think I might be creative" to "I know I am and I have the practice to prove it" — this is it.
A Note on Why This Exists
In 1968, NASA commissioned a study to test the creative potential of its engineers. The researchers — George Land and Beth Jarman — decided to give the same test to 1,600 five-year-olds. 98% scored at a genius level for creative imagination.
They tested the same children at age 10. The number dropped to 30%. By age 15, it was 12%. When they tested adults, it was 2%.
Creativity isn't something you lose. It's something that gets trained out of you. This site exists to train it back in.97% Creative. Because you already are.
Everything on this site exists for one reason: to help you rebuild creative confidence. Actual tools, structured practice, and a community of people doing the same work.
Here's how it all fits together and where to start.