The ONE thing murdering your team’s creativity
Let’s cut to the chase: if you want to crush creativity in your organization, keep using the word “just.” “Can you tweak this quickly?” or “I just need a quick design.” You’ve said it; we’ve all said it. It feels innocent. After all, it’s just a word.
But here’s the hard truth: that one little word is more dangerous than you think. It’s subtle, but it works its way into conversations and poisons the creative process. It’s like asking someone to sprint through an obstacle course blindfolded and wondering why they’re not making great time.
Sociologist Pierre Bourdieu described this as symbolic violence—a way in which power is exerted through language. When you tell someone to “just” tweak something, you aren’t simply minimizing the task; you’re reinforcing a broader power dynamic that subtly devalues the work being done. It’s a micro-level act with macro-level consequences, quietly eroding both creativity and confidence.
“Just” Devalues the Work
It’s easy to throw around “just” like it’s nothing. After all, it’s just a word, right? Wrong. Whenever you ask someone to “just” tweak something or “just” make a small change, you unintentionally tell them that their work is simple and that what they’re doing isn’t a big deal.
I used to think I was doing people a favor by saying “just” when I made requests, softening the blow. I’d ask a designer to “just” move a few elements around, assuming it was a quick 10-minute task. But that “just” request often meant reworking the entire layout. What I thought was a quick fix turned into hours of reconfiguring. And when I casually said, “Looks great, thanks,” the designer’s expression said it all—I had completely devalued their effort.
Why It Matters
When you ask for a “just” tweak, you minimize the effort required. Even small changes often mean going back into the details, undoing entire sections, and ensuring it fits with the bigger picture. The word “just” signals to creatives that their work isn’t as valuable as it should be. And when they feel undervalued, they stop bringing their best to the table. If you want your team to be motivated and inspired, treat every request like it matters—even the small stuff.
“Just” Ignores the Process
Here’s the thing about creatives—they have a process. Whether they’re designing, writing, strategizing, or building, their work follows a flow. When you come in with a “just make this quick change,” you’re essentially saying, “I don’t care about the process—just get it done.”
I once asked a designer to “just” whip up a quick rebrand. How hard could it be, right? We already had the foundation; they just needed to refresh the look and feel. What I didn’t realize was that my “just” undermined the entire process. Fonts had to be reworked, color schemes reimagined, and assets rebuilt. We had to go back to square one.
Daniel Coyle, in The Culture Code, emphasizes that “small signals of safety and respect” can drastically impact team dynamics. Using “just” sends the opposite message, undermining the established processes that creatives rely on to produce quality work.
Why It Matters
Creative work doesn’t thrive on shortcuts. When you ask for a “just quick fix,” you’re essentially cutting corners, which leads to rushed, sloppy work. If you want high-quality outcomes that align with your vision, you have to respect the process.
“Just” Kills Confidence
I once worked for someone who constantly asked me to “just” whip up ideas on the spot. No big deal, right? Except it made me feel like a vending machine for creativity, as if my ideas could be produced on demand with zero thought. Each “just” chipped away at my confidence, making me feel like my expertise didn’t count.
Creatives thrive on confidence. They need to feel like their ideas matter. When you reduce their work to a “just quick” task, you’re essentially telling them that their skills don’t deserve respect. Over time, this erodes confidence and, with it, creativity.
Why It Matters
If you want innovative ideas and breakthrough concepts, you need to nurture your team’s confidence. When creatives feel minimized, they stop bringing their best ideas to the table. To cultivate a culture of innovation, build their confidence by valuing their contributions—don’t chip away at it with “just” requests.
“Just” Creates a Culture of “Good Enough”
If you’re constantly saying “just” this and “just” that, don’t be surprised when your team starts delivering work that’s just good enough. Why should they aim for excellence when the message you’re sending is that “just good enough” will do?
The word “just” sets a low bar, signaling to your team that you don’t expect much. When people don’t feel expected to do their best, they don’t. They stop going above and beyond, settling for mediocrity instead of greatness.
Why It Matters:
Words shape culture. If you keep downplaying the work, you set a tone for mediocrity. To inspire your team to excel, you need to give them the space, time, and respect to do so. As Coyle suggests, removing “just” from your vocabulary is a small but significant change that can transform team dynamics.
The Bottom Line
The word “just” might seem easy when making a small request, but it does more harm than you think. It devalues work, disrespects the process, kills confidence, and promotes mediocrity. If you want to unlock your team’s creative potential, drop “just” from your vocabulary.
Do you want creativity? Then, give your creatives the respect they deserve. Treat their work like it matters because when they know it does, they’ll deliver results that blow you away.