Dr. D.W. McKinnon, a psychologist renowned for studying the 20th-century’s most creative individuals, discovered that creativity is not the result of random inspiration.
Instead, it culminates a distinct “cluster of traits” innovative thinkers share.
These traits, which McKinnon called the briefcase syndrome of creativity, illuminate the structured yet expansive mindset required to transform ideas into actionable results.
In the multifamily space, creativity is often undervalued or misunderstood.
Property managers frequently focus on operational efficiency and resident satisfaction but may overlook the power of creative problem-solving.
Understanding McKinnon’s framework can unlock new ways to approach challenges and solve problems.
The Briefcase Syndrome of Creativity: A Framework for Innovation
McKinnon’s research demonstrated that creative individuals share several key traits.
These include flexibility, persistence, curiosity, self-discipline, and an ability to synthesize disparate ideas into cohesive solutions.
He argued that creativity is a toolkit—like a well-packed briefcase—ready to be employed in diverse and unpredictable situations.
This toolkit can help multifamily professionals solve everyday challenges, such as optimizing occupancy, retaining residents, and programming community spaces.
Property managers can move beyond reactive problem-solving to proactive innovation by adopting the briefcase mindset.
Applying McKinnon’s Creativity Traits to Property Management
- Flexibility in Decision-Making
In property management, no two days are alike. I know—stating the obvious! From maintenance emergencies to unexpected angry residents, managers must pivot quickly and efficiently. Flexibility, a hallmark of creativity, allows managers to adapt their strategies based on new information while staying aligned with long-term objectives. The art and the skill are learning to think critically and be quick on your feet.For instance, imagine introducing modular lease agreements to accommodate residents who prefer short-term housing solutions.Curiosity as a Driver for Community Connection
McKinnon emphasized that creative individuals are inherently curious. Curiosity can help property managers understand residents’ preferences and aspirations in the context of multifamily housing.By leveraging data analytics tools to identify trends in resident behavior, managers can curate amenities, events, and services that resonate with their specific community. For example, a property with a high percentage of remote workers might benefit from co-working spaces, whereas a family-oriented complex could prioritize playgrounds and family events. - Persistence in Problem-Solving
Challenges such as resident turnover, increasing operational costs, and competition require persistence. Creative property managers use persistence as a tool to explore alternative solutions when traditional methods fail.Persistence might involve experimenting with revenue management levers, creating partnerships with local businesses to offer exclusive resident discounts, or embracing Proptech solutions to lower utility costs. - Self-Discipline in Execution
Creativity often requires self-discipline to turn ideas into outcomes. For multifamily managers, this means translating brainstorming into actionable plans. A great example would be developing a resident engagement program, such as hosting monthly community events or creating a referral incentive system, while maintaining accountability for cost and timelines. - Synthesizing Disparate Ideas into Cohesive Solutions
The ability to connect seemingly unrelated concepts is a hallmark of creative thinkers. This might involve blending cutting-edge technology with traditional hospitality principles.Imagine integrating AI-powered virtual tours with a personalized concierge service. While the technology handles the functional aspects of property showcasing, the human touch ensures potential tenants feel valued. This synthesis can enhance the tenant experience and increase lease conversions.
How Creativity Transforms Multifamily Communities
When property managers embrace the briefcase syndrome of creativity, they begin to imagine the possibilities for their communities. Rather than managing properties as static investments, they change them to hubs where people want to live, work, and socialize.
One example is the rise of experiential living, where properties offer tailored lifestyle experiences. By employing McKinnon’s creative traits, managers can:
- Develop on-site wellness programs, such as yoga classes or fitness challenges, to promote health and well-being.
- Host cultural events that reflect the diversity of their tenant base, fostering inclusivity.
- Use interactive apps to gamify resident engagement, encouraging participation in recycling programs or community clean-ups.
Such initiatives create a sense of community, leading to higher retention and improved word-of-mouth referrals.
Creativity as a Competitive Advantage
Multifamily businesses must differentiate themselves.
McKinnon’s research reminds us that creativity is an essential skill for thriving in a competitive landscape.
By applying the principles of the briefcase syndrome, managers can future-proof their properties against shifting market fundamentals.