Together We Innovate: Sparking Creativity in Your Team

By J. Wickham Zimmerman, CEO 

When people think about creativity in the design-build world, they often picture the architect sketching ideas late into the night or a designer arranging mood boards in a sunlit studio. And sure, there’s a spark of truth there – but in our industry, creativity isn’t limited to the drafting table. It’s in the way our field crews solve problems on the fly, the way our project managers bring vision to reality within tight timelines, and the way we collaborate across disciplines and time zones to bring something meaningful to life. 

With offices in both California and Texas and field teams across the U.S., OTL has come to see creativity as a shared value – something we nurture, not just something for which we hire. And over the years, I’ve learned that sparking creativity in your team doesn’t take magic. It takes intention. 

Here’s what that looks like for us.

1. Create space to pause and think

In construction and design, we often operate on momentum. There’s always a deadline, always a decision to make. But creativity doesn’t thrive in a rush. Sometimes the best ideas come when we allow space for stillness. 

We encourage time during the day where we’re not reviewing tasks, but instead reflecting, brainstorming, or just sharing inspiration. Something one of our kids said or a dream we had can often kick off an entire conversation about a cool new way to achieve a fountain effect. That’s not something you find on a Gantt chart – but it matters.

2. Encourage curiosity over perfection

I’ve lost count of how many times I’ve heard a team member start an idea with, “This might be a dumb question, but…” Spoiler alert: it’s never a dumb question. In fact, I like to say that the only dumb question is the one never asked. 

Perfectionism runs deep in the engineering world, and for good reason. Precision, accuracy, and control are built into the job. But when it comes to creativity, those same instincts can sometimes hold us back. Encouraging engineers to think creatively often means helping us step outside our comfort zone. In a way, we’re not just nurturing new ideas; we’re challenging the very mindset that makes us great at what we do. And that’s where real growth begins.  

Still, perfectionism is a creativity killer. It keeps people from raising their hands, from trying something new, from learning out loud. So, I’ve made it a personal mission to model curiosity myself. If I don’t know something, I say so. If I see a teammate experimenting, I praise the effort – not just the result. 

That shift in culture has paid off. Some of our most innovative build solutions – like repurposing utility poles to support the mechanical, electrical and hydraulic gear at our Trinity Mills Station project in Carrollton, Texas – came from someone not following the standard playbook. 

3. Celebrate the process, not just the product

This one’s big. Too often, we celebrate the ribbon cutting, the glossy photos, the final product. But creative teams need validation throughout the journey. That means recognizing someone for catching a small detail in a plan review, or for pivoting gracefully when a material shipment is delayed. 

At our firm, team members often share a quick win from the week. It can be small, such as a breakthrough with a client, a creative workaround, or even a design sketch they’re proud of completing. It keeps the focus on progress and creativity as a living, breathing part of our daily work – not just a finish line. 

4. Lead with heart, not ego

At the end of the day, creativity is a vulnerable thing. It asks people to take risks, to be seen, to share something they’re not sure will work. That kind of bravery doesn’t come from a culture of ego; it comes from a culture of trust. 

As a leader, that means listening more than talking. It means giving credit freely and owning mistakes publicly. It means remembering that creativity isn’t just a skill; it’s a human instinct we all carry, if we’re given the chance to use it. 

And in this business – where design meets dirt, where vision meets construction – that instinct is everything. 

So, here’s to the idea you haven’t thought of yet. To the question you’re afraid to ask. To the team member who sees the world just a little differently. 

That’s where the real magic begins.