Book review: How to Think More Effectively by the School of Life
How to get better ideas when you’re self-employed
Running your own business means wearing all the hats — and that includes coming up with new ideas, fresh approaches, and better ways of doing things. But if you’ve ever sat staring at a blank page, willing your brain to come up with something clever, you’ll know it doesn’t work like that.
As a brand coach, I spend a lot of time helping self-employed folk find clarity and confidence in their ideas. So when I read How to Think More Effectively by The School of Life, it really resonated.
Here’s what I took away from it, and how you can use these insights in your own business.
1. Ideas don’t happen in long stretches
You can’t sit down at your desk and expect to think big thoughts for hours on end. Our brains don’t work that way. Ideas come in short bursts — a quick spark when you’re halfway through an email, or a sudden connection when you’re out on a walk.
Tip: try timed sprints.
Work in 25–minute bursts, then take a short break. You’ll find the quality of your thinking improves when you’re not pushing beyond your natural attention span.
2. Stop comparing yourself to the finished article
We’re all guilty of scrolling, seeing someone’s polished piece of work, and immediately feeling behind. But what we don’t see is the long, messy process it took to get there. Comparing your starting point to someone else’s ending is never a fair measure.
Tip: reframe the comparison.
When you notice yourself doing it, remind yourself: “I’m looking at their final draft, not their first attempt.” Your own creative process is unfolding exactly as it should.
3. The shower effect is real
Some of our best ideas appear when we’re doing the most ordinary things — washing our hair, folding laundry, or wandering around the supermarket. That’s because we’ve stopped putting pressure on ourselves to think “profound” thoughts, which lets our subconscious mind get to work.
Tip: build in boring breaks.
Step away from your desk and do something mundane: washing up, cooking, or running errands. These everyday activities create space for fresh thinking.
4. Downtime is part of the job
It’s tempting to see rest as slacking, but switching off is one of the best ways to boost creativity when you’re self-employed. Giving your brain time to recharge allows ideas to bubble up when you least expect them.
Tip: schedule rest.
Treat downtime as part of your work schedule. Block out afternoons for a walk, a nap, or a hobby. Think of it as an investment in your business, not a distraction from it.
5. Let ideas simmer slowly
Not every idea arrives fully formed. Often, your best thinking comes after a few days or weeks of letting it sit in the background. Coming back to it with fresh eyes gives you clarity you didn’t have at the start.
Tip: keep an “ideas log”.
Jot down half-formed ideas in a notebook or notes app, then revisit them later. You’ll often find they’ve developed naturally in your head without you realising.
6. Your environment matters
If you always try to come up with ideas in the same space you do admin or answer emails, it can be hard to switch into creative mode. Changing your environment helps trigger new ways of thinking.
Tip: change your scenery.
Take your notebook to a café, sit in the garden, or simply move to another room. A different setting often sparks a different perspective.
How to Think More Effectively reminded me that creative thinking for business owners isn’t about forcing brilliance. It’s about creating the right conditions — short bursts of focus, plenty of breaks, giving ideas time to simmer, and allowing yourself to switch off.
So next time you’re stuck for inspiration, don’t double down at your desk. Go for a walk, do something ordinary, or just let yourself rest. Your best ideas will show up when you least expect them.
If you’ve ever felt stuck for ideas, or like you’re pushing too hard without getting anywhere, you’re not alone. We’ve all been there.
The good news is, your best ideas don’t come from grinding away at your desk — they come from giving yourself space to think. And if you want support in finding that clarity and working out how to put your ideas into action, that’s exactly what I help my coaching clients with.
Want to chat about how we can shape your ideas into something that works for your business? Find out more about 1:1 brand coaching with me.
