Unlocking the Power of Creativity: Insights from Vetos Raznostoronniy of Creative Happens

In an era where creativity outshines mere efficiency, understanding and mastering creative skills is crucial for thriving in a rapidly evolving society.

Vetos Raznostoronniy
Founder of the Creative Happens incubator. He teaches creativity at the National Research University Higher School of Economics, runs the blog "101 Methods to Develop Creativity," and manages the Telegram channel "Creativity 101."

What is your professional background?

I first connected to the internet in 1997 and began working online in 2007.

Starting as a copywriter who also moderated several thematic forums, I progressed to managing multiple web projects from scratch, learning web project management, basics of coding, and developer jargon. Later, I developed managerial skills, holding roles such as online group leader, department head, internet marketing director, and digital director.

Creativity has always been at my core. People called me a creative, but I saw myself as an idea generator. In 2012, I began exploring why others saw me as creative when I felt I was simply problem-solving. This curiosity led me to research creative thinking methods and creative problem-solving techniques. It started with a blog, then a newsletter, followed by a Telegram channel, and finally, my own creative incubator offering online courses for individuals and offline programs for companies.

How did you acquire your skills?

My background is in military engineering, which is quite unrelated to my current work. During my military studies, I was skeptical about marketing, management, and creativity consulting.

Today, I consider myself an autodidact—a self-taught learner. I was inspired by lyrics from Oxxxymiron and Ka-Tet in "Machine of Progress":

We are fanatical autodidacts,
Self-critical equilibriums,
Perfectionists of rhythm and tact!

This resonates deeply with me.

Over the past few years, I've immersed myself in education and realized that traditional education systems are in deep crisis, with little sign of improvement. Children and teenagers are not taught the vital skills needed today; instead, they are prepared as cogs for an industrial society, while we live in a post-industrial or even pre-singularity society.

Since the state education system doesn't provide what I need, I create my own lifelong learning path, constantly adjusting it. I learn through books, online courses (often selectively), podcasts, newsletters, and engaging with people.

This approach works well for me.

What do you consider your greatest professional achievement?

Everything is transient—just kidding.

My greatest achievement is realizing that no one else is responsible for me but myself and fully accepting responsibility for myself and my loved ones. Also, mastering the art of taking many small steps, learning from mistakes, and adapting accordingly.

I've journeyed from copywriter to marketing director, only to understand that what truly matters are often overlooked — emotions, feelings, and relationships. This applies not only to work but to life as a whole.

What inspires you most in your work?

My current passion is my project — the Creative Happens incubator. The idea was born in July 2017, and by August, we launched a free online creativity development course. An expanded course followed in April 2018, and since then, I have officially been helping individuals and companies nurture creativity as an independent entrepreneur.

Left: Receiving a book with Maxim Ilyakhov. Right: Learning to draw in three hours.

Some might say, who needs creativity when efficiency is key? That's true until you lose your job and aren't prepared. Then, what do you do? You need ideas, and that's where creativity comes in.

Join me to discuss any projects—professional, personal, metaphysical, or even astral. Ideas are abundant, and the best part is that you start generating them yourself while I guide you.

What challenges have you faced, and how do you overcome them?

I'm still exploring the best distribution model. The online education trend is booming; everyone is selling courses, but quality is declining while quantity soars. This presents significant challenges, and I prefer to avoid traditional client acquisition channels.

I'm about to launch promo codes and a referral program to test the hypothesis that people will find or recommend my course organically. Ideally, the course finds the people, or people pay to become creative even if the course doesn't exist yet.

What mistakes have you made on your path to success?

I've made plenty, but I enjoy turning mistakes into learning opportunities—like making a compote with raspberries, it becomes quite palatable. My main mistakes were overconfidence, the curse of knowledge, and laziness.

I'm actively working on these by thinking more at project start, accelerating feedback cycles, and engaging with course participants and workshop attendees to gather valuable feedback for continuous improvement.

Do you work with a team?

Currently, I work solo. However, as I scale my online courses and workshops, a team will naturally form. I don’t have all the answers yet but am confident of one thing: without creativity, people will have no place in the future workforce, and I have solutions to address this challenge.

What trends will shape your field in the coming years?

In 10 to 15 years, artificial intelligence could leave over half the global population unemployed—an optimistic forecast. Today, many do not consider or prepare for this possibility.

Marketing roles will be fully automated, and AI will impact creativity itself. Algorithms will become so advanced that distinguishing between human-created and AI-created works or products will become impossible.

Enthusiast groups contemplating the future have long existed. While once met with skepticism, rationality is now replacing doubt. I highly recommend the Atlas100.ru project by Skolkovo and the Agency for Strategic Initiatives, which explores which professions will disappear and which will emerge. It’s worth checking out—you might find your future role.

What does your workspace look like?

At one point, my "office" looked like this:

Nowadays, I simply work from cafes or coworking spaces, settling in comfortably.

My essential tools include:

• MacBook and charger;
• Beats Solo headphones;
• iPhone;
• Portable power bank;
• A4 notebook and colorful pens;
• Post-It notes;
• Marker;
• Kindle.

My favorite apps:

• Things;
• Trello;
• Telegram;
• Focus List;
• Workflowy;
• The Brain;
• Mindline;
• Oak;
• Notes;
• Really Bad Chess;
• Tsumego Pro.

How do you manage your time?

I’ve found a combination of techniques that help me focus on what matters while maintaining a positive mindset.

My routine includes:

• Meditation;
• Free writing;
• Burner list technique;
• Being offline when tasks don’t require internet;
• Pomodoro technique.

The apps I use for time management are Things, Trello, and Focus List.

What are your hobbies?

I have several interests.

I read 50–60 books a year to maintain a broad perspective.

I collect 1:72 scale model cars, often finding unique toys during my travels. Collecting is an ancient human activity—our ancestors gathered more than they hunted.

I’ve played basketball, table tennis, and competed professionally in athletics. Now, I focus on staying active outdoors, though I haven’t settled on a consistent sport yet.

Vetos Raznostoronniy’s Lifehacks

Books

• Understanding Comics by Scott McCloud — surprisingly, not just about comics.
• Thinking, Fast and Slow by Daniel Kahneman — insights into our irrational behaviors and how to manage them.
• Flow by Mihaly Csikszentmihalyi — a brilliant exploration of peak concentration, inspiration, and productivity.
• Meditation and Mindfulness by Andy Puddicombe — simple practices showing meditation as a tool for self-awareness, not just sitting in silence.

TV Shows and Films

• Black Mirror;
• Westworld;
• Abstract (documentary);
• Superhero movies (I try not to miss any).

Newsletters and Resources

• IDEO;
• Artifex.ru;
• The Financial Times (T-J);
• MosIgri;
• Armen Petrosyan;
• Max Cherepitsa;
• Sergey Kaplichny;
• Ivan Survillo;
• Sergey Khabarov;
• Timur Zarudny.

I regularly watch TED talks and find it hard to pick just one favorite.

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