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Why Stepping Away Can Boost Your Creativity and Strengthen Your Business

Things are hectic in the roofing industry right now. Every conversation I have with peers includes how busy they are, juggling deadlines and just trying to keep up. I completely relate. Recently, I found myself debating whether it was even wise to take a short vacation. I had commitments, deadlines and a growing to-do list but I also knew I needed a break.

Eventually, I took that vacation with my husband and some friends and made a conscious decision to really check out. That meant almost no email and absolutely no calls. Was I nervous? Of course. But I trusted my team and more importantly, I knew I needed the time to reset.

So, what does this have to do with marketing? Everything. While I was away, something interesting happened. As the stress began to melt away, my perspective shifted. I started noticing things differently, especially the way companies marketed themselves. We were lucky enough to be in a stunning setting filled with clever, engaging marketing that had nothing to do with roofing. It sparked ideas I never would have had while buried in work.

This wasn’t my first vacation, but it was the first in a while where I truly unplugged. The shift in my mindset was undeniable. Curious, I began digging into the statistics and found that it is something every roofing contractor, business owner, salesperson and marketer needs to hear.

Americans already have fewer vacation days than most other countries yet they’re taking even less time off than they used to. Recent studies reveal concerning trends among American workers:​

• Unused Vacation Days: In 2023, according to a Money article 62% of U.S. workers with paid time off did not utilize all their vacation days, with 5.5% not taking any time off that year.
• Working During Vacation: A significant portion of employees remain connected to work during their vacations. Specifically, 86% of American workers reported they would check emails from their boss while on paid time off, and more than half (56%) have taken work-related calls during their time off according to The Harris Poll.
• Financial Impact on Businesses: Financial firm Sorbet surveyed 1,500 American workers over the age of 21 and found that 62% of those employees didn't use all their paid vacation time last year. That's up from 57% who didn't use all their available time off in 2022 and nearly double the rate from four years earlier, according to Sorbet.

But whether you are in sales, marketing, production or ownership, creativity is crucial. It is how we differentiate ourselves, connect with customers and grow our businesses. And creativity does not thrive under constant pressure.

Taking a true break that involves disengaging from work does more than recharge your batteries. It helps you return with fresh ideas, energy and resilience.

Scientists at the University of California San Francisco found that both resort vacations and meditation retreats had a measurable impact on stress levels and immune function. Just feeling less stressed is a win but the biological benefits like boosted immune function and increased antiviral activity are even more compelling. According to Sabine Sonnentag, a professor of organizational psychology, failing to detach from work leads to burnout. On the other hand, disconnecting, even for a short weekend, can make you more productive, engaged and better equipped to handle work stress. Longer breaks yield even greater benefits.

CEOs across industries rank creativity as the most important trait in employees. Yet creativity scores are on the decline, especially among younger generations. New experiences like attending a sporting event, exploring nature or simply unplugging can dramatically boost creative thinking.

One study even showed a 50 percent spike in creativity after just four days of hiking in nature without devices. Brain imaging research shows that doing nothing, daydreaming and simply relaxing activates alpha waves in the brain, which are essential for creative insights and innovative thinking. Dr. Barbara Fredrickson, author of Positivity, found that positive emotions, the kind we often feel on vacation, also enhance our ability to think outside the box.

We are entering the busiest season of the year but that does not mean we should put off planning for rest. Now is the time to think ahead and schedule those winter getaways. More importantly, we should encourage our teams to take their vacation time. Vacation policies should not just be a checkbox, they should be a priority.

Your employees are your brand ambassadors. If they are burned out and creatively depleted, it will show in everything from customer service to marketing initiatives. As leaders, it is our job to model the behavior we want to see. By stepping away and investing in our well-being, we give ourselves and our teams the space to grow, innovate and thrive.

So go ahead and start planning that break. Your brain, your business and your brand will thank you.