Interview #1: Creativity and The Art of REframing (Vlad Dumitrescu-Petrică)

Vlad Dumitrescu-Petrică, REframe co-founder and trainer

Back in November 2018, Innovation Walk had the pleasure to interview Vlad Dumitrescu-Petrică, co-founder of REframe. Originally from Bucharest (Romania), Vlad teaches this creative thinking concept inspired by personal development, psychology, and renowned creative minds. Check out our conversation to discover more about the REframe workshop and Vlad’s perspective on creativity and innovation.

1. “Creativity” is a word widely used in different contexts. What does creativity mean to you? How do you see its relation to innovation?

“Creativity, in my opinion, is making something from nothing OR see, use and change the significance/function of an existing concept/object in order to get a new one.

Creativity can exist without innovation but innovation lacking creativity is not innovation at all. In order to innovate, you have to call creativity in the process. Its role is vital. Just then you can filter, adjust and discover, from the concepts you generated, what is really new on the market you want to launch your product in.”


“…innovation lacking creativity is not innovation at all”


2. What inspired you to create REframe?

“Many non-formal experiences that I participated in, my art & culture professional journey combined with a fascination for human creative potential, inventions, alternatives, and definitely my co-founder Raluca Mureșan (psychologist and life coach) whom I am thankful for.”

3. As a creative thinking process, how does a REframe workshop usually look like? Is there a general template or are there specific modules designed for each use case/industry? Could you please describe each step of the process?

“In REframe workshop there is no such thing as “usual” 🙂

Every event has its own individuality by design and imagination of participants. I always adapt the content to the audience I have in the training room.

A ”normal” process could look like this in main lines (for a company):

  1. Meeting with HR Manager / General Manager (in lack of HR Manager).
  2. Survey the group needs.
  3. Clarification of the top 3 learning priorities.
  4. Selecting techniques I already have in my portfolio, according to the topic, or inventing new ones for the specific case.
  5. Creating an event design template.
  6. Waiting for HR approval and other suggestions.
  7. Building the event puzzle after design, without any compromises (writing the text for the trainers, testing new techniques (pre-staging), adjust what does not fit, create the space, mood and always rehearse before ”the show”).
  8. Action on the event day, making a memorable creative experience for and with the participants.”

4. The concept of REframe seems strongly based on transparency and collaboration. Why do you think these elements can often become a challenge for companies and groups? Beyond that, what is essential to sustain creativity in the long-term?

“Yes, REframe is always about those two: I would prefer to call authenticity and open collaboration. We are what we say we are, we play what we promise and we cope with company representatives and within our small team to fulfill their expectations.

I do believe that companies have these challenges, of not being transparent or collaborative, because of their organizational culture. This is set up by the key persons: leader and his close followers (directors, HR, managers). If he/she inspires people around to practice it, many employees will do the same and the principle will become their second nature.

A company that has always something to hide is neglecting its own flaws. It will never reach its full potential. A company that encourages competition instead of collaboration among its members will cultivate envy, which is very harmful in the long run.

Creativity can be developed and sustained by authentic communication in the group, producing many ideas and respecting others’ vision without judging (even a perspective that comes from a low position role in the company can become great after wise implementation), building trust and synergy between members. All of this will increase motivation, efficiency, and creativity.

In the long run, creativity needs to be practiced! It’s not a theory, but actually keeping the creative flame day by day, task by task.”


“Creativity can be developed and sustained by authentic communication…”


5. What is the best advice you have ever received? Do you have a special message to creative entrepreneurs who are just starting out?

“Well, I cannot pick just one because I had a few mentors in my life that inspired me somehow to grow, to become, to be what I am today.

My message for creative entrepreneurs would be: Always trust your dreams no matter how crazy they are, invest passion, time and action to make them a reality, without forgetting to pay attention to with whom you are in „the boat” (those who really resonate with your values and vision). Never, but never underestimate the power of money (you have it or you should have it).”


“Always trust your dreams no matter how crazy they are”


6. Can you tell me an outstanding innovation you heard about lately?

Tesla Solar Roof. I appreciate it because it gives you long-term autonomy while producing clean energy. Tesla draws the future in many ways. This is just one example.”

7. Innovation is…?

“Innovation is bringing something unique and at the same time useful in this world, keeping an eye on ROI.”

8. What is the biggest enemy of innovation?


When failure contaminates one’s mind it affects the whole creative process, including the next product/service. If you keep your mind open and search for improvements, ask for ideas, solutions, while listening to others’ perspective, aiming for better and not for your comfort, you are on the good path.”

9. What is your life’s mission and what can help you achieve it?

“To be inspired and inspire others.

I achieve it every day by being myself and looking for creative potential all around. This gives me the joy of life and the power to carry on 🙂 ”

10. Thank you for your time. Is there anything else you would like to add?

“Yes! Thank you for these interesting questions!

Keep the innovation flame and make this website mind-blowing to become a reference in its niche!”


Key Takeaways:

  • Creativity is vital for innovation;
  • Transparency and collaboration should be inspired by the company’s culture;
  • Authentic communication is essential to develop and sustain creativity in a team;
  • Creativity needs action, it needs to be constantly practiced;
  • Fear of failure is detrimental to creativity, therefore a great enemy of innovation. 


It was an honor to chat with Vlad and reflect on the role creativity plays in our lives, be it personally or professionally. If you want to creatively develop your team you can visit REframe’s business brochure here.

You can also have an online session of REframe and enjoy our exclusive offer here.

If you would like further details about REframe or Vlad’s work in general, please write to

In case you have suggestions for our next interview or if you wish to be interviewed yourself, contact us here.

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