“Creativity is curiosity in action. It’s the ability to explore, test, and experiment without fear of failure.”

Creativity means different things to different people. How do you define it?

Chloe Sharp: “Creativity is curiosity in action. It’s the ability to explore, test, and experiment without fear of failure. A lot of people think of creativity as this magical, spontaneous spark—but really, it’s a process.

One thing I’ve noticed, both in research and my own work, is that creativity thrives when people allow themselves to be vulnerable. Whether you’re creating music (which I do!) or designing a product, you have to be willing to put something out into the world before it’s perfect. That’s where the best work happens.”

“Research doesn’t mean losing creative control—it means making sure your creativity connects with people on a deeper level.”

Your book, Make Products That Matter, focuses on using research to develop great products. But plenty of creatives resist research because they want full creative control. What would you say to them?

CS: “I completely understand that mindset. Many creatives feel like research will box them in, but in reality, it expands possibilities.

Here’s the thing: you are not your customer. You might think you know what people want, but unless you talk to them, you’re working on assumptions.

Imagine writing a novel and never letting anyone read a chapter before publishing it. You might think it’s great, but without external feedback, you miss opportunities to make it better, clearer, and more impactful. The same applies to products.

Research doesn’t mean losing creative control—it means making sure your creativity connects with people on a deeper level.”

You’ve worked with a lot of entrepreneurs. What’s the biggest mistake first-time founders make?

CS: “Building first, validating later. Most people start with the product—they get excited about the branding, the name, the colors, the aesthetics. But seasoned entrepreneurs approach things differently. They start by asking: Who is my customer? What problem am I solving? How will I reach people?

If you don’t answer these questions first, you risk creating something no one actually needs. Research might not feel as exciting as designing a logo, but it saves so much time, money, and frustration in the long run.”

“If you’re an artist, designer, or maker, your work won’t sell itself—you need to engage. Whether it’s through collaborations, conversations, or strategic partnerships, your network can amplify your creative work in ways social media alone never could.”

You emphasize the importance of social capital and building a strong network. Why is it so crucial for creatives and entrepreneurs?

CS: “Social capital is one of the most undervalued assets a creative or entrepreneur can have.

Think of it this way—if you have no network, every opportunity is cold calling. You’re constantly reaching out, pitching yourself, and proving your worth. But when you invest in relationships, you build trust. That trust opens doors, gets you introductions, and creates opportunities you’d never have on your own.

This applies to creatives, too. If you’re an artist, designer, or maker, your work won’t sell itself—you need to engage. Whether it’s through collaborations, conversations, or strategic partnerships, your network can amplify your creative work in ways social media alone never could.”

“Instead of thinking of research as a spreadsheet of boring statistics, think of it as a way to uncover the human side of your work.”

What's your advice for creatives who are intimidated by research and data? The people who love stories but struggle with numbers.

CS: “I always tell people: data is just stories in numbers. If you’re a writer, filmmaker, or musician, you already understand storytelling. Research is the same—it’s about listening to the stories people tell you about their needs, frustrations, and desires.

Instead of thinking of research as a spreadsheet of boring statistics, think of it as a way to uncover the human side of your work. Ask: what are people struggling with? How do they talk about those struggles? What words do they use?

Those insights make your creative work stronger—because you’re not just guessing, you’re responding to real needs.”

AI is changing the way we create. How should creatives approach it?

CS: “AI is a tool, not a replacement for real engagement. A lot of people assume they can just ask AI for research insights, but that’s risky—AI doesn’t know your customer like your customer does.

If you want to use AI, be intentional about it. Ask what specific process am I trying to improve? How does this fit into my creative or business strategy?

AI is great for automation, but it can’t replace human insight, emotional connection, or originality.”

"A product that matters isn’t just cool or trendy—it solves a problem, fills a need, or resonates deeply with the people it’s meant for."

Your book is called Make Products That Matter. What does it mean to make something that truly “matters”?

CS: “It means creating with intention. 

A product that matters isn’t just cool or trendy—it solves a problem, fills a need, or resonates deeply with the people it’s meant for.

It’s about being thoughtful—not just jumping on a trend, but understanding your audience and making something that has a lasting impact.

A lot of people make things because they want to, not because the world needs them. But if you want your work to last, you need to balance creativity with strategy, vision with validation.”