Why creativity is essential during the coronavirus crisis

By Phil Cooke

During a crisis, it’s very easy to ditch our creative time. After all, there’s so much uncertainty around us that it’s hard to even think straight, much less be creative. For the last few weeks, I’ve been burning the candle at both ends – writing and producing resources to help pastors and ministry leaders navigate this new live streaming reality, answering tons of phone calls from church leaders with questions, doing impromptu interviews with media outlets and church networks, and trying to keep our team at Cooke Media Group afloat.

So creative time? Not much is left for that.

However – the truth is, it’s crisis moments like this where we need our creativity the most. After all, with live streaming for instance, the challenge isn’t about cameras, streaming platforms, or Internet speeds – there are plenty of resources out there with that basic information. The real question is how do we use creativity to maximize the impact of our live stream? How do we creatively adapt a normal worship experience to an online audience? How do we keep spiritually connected with the congregation and inspire them to continue giving?

It’s no different with the challenges you’re facing right now. How can we creatively adapt our workflow with our team in different places? How can we bounce back if we’ve been laid off because of the virus? What changes can we make in our lives to adapt to the new reality? How can we be more resilient?

The list goes on and on.

So in the sheer panic, frustration, and chaos of the moment, don’t forget that creativity is our roadmap out. It’s not about your job, your laptop, mobile device, or apps like Zoom or Skype. It’s about how we creatively use those tools to make a way where there doesn’t seem to be a way.

That’s the leverage creativity brings to the table.


This article first appeared on Christian Woman & Co, supporting Christian women in business and mompreneurs.

Phil Cooke, Ph.D. is a producer and media consultant to churches and ministries across the country. His latest book is “The Way Back: How Christians Blew Their Credibility and How We Get It Back.” Find out more at