Two weeks ago, we explored how creative metacognition—the ability to think about how you think—is becoming a vital super-skill for creative leaders in the 21st century.

In a world where human–AI co-creation is becoming the new normal, how we think—and how well we reflect on our thinking—now determines how effectively we lead. But that article left us with a practical question:

How do you spot how people think (or don’t) in your team?
And more importantly, how do you help them evolve?

Enter the Cognitive Matrix—a new leadership lens I developed to help you observe, coach, and elevate the thinking awareness of everyone in your creative ecosystem.

What Is the Cognitive Matrix?

The Cognitive Matrix is a simple 2×2 framework that maps individuals based on two key questions:

• Do I think? (Am I engaging consciously with my tasks and ideas?)
• Do I reflect on how I think—or don’t think?

These two questions generate four cognitive profiles—each representing a state of awareness. This isn’t a personality test. It’s not fixed. It’s fluid, dynamic, and most importantly, coachable.

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Discerning The Four Thinking Types in a Team

Let’s zoom into the Cognitive Matrix and get to know the people occupying each of its four quadrants.

Quadrant 1: Meta-Cognition: The Inner Architect

This is the creative leader’s ideal state. The Inner Architect is someone who not only produces ideas but also engineers the mental environment in which those ideas are built. They are the self-aware creators who don’t just think—they design their thinking.

They intentionally switch modes in the creative process: diverging when it’s time to explore, converging when it’s time to evaluate. They know when to push, when to pause to invite non-conscious thought processes that can trigger breakthrough ideas. They consciously design their workday to evoke creative flow states and know when to stop their conscious striving and instead surrender and incubate a solution.

Inner Architects are not reacting to their work—they’re actively sculpting their creative process, which may vary from day to day depending on the project and challenge at hand, and the mental state they notice they’re in. They ask questions like:

• “What kind of thinking does this challenge require?”
• “Am I in the best cognitive mode right now?”
• “What’s the smartest next mental move?”
• “What mental strategy would best suit this stage of the project?”
• “Is my current state helping or hindering my creativity?”
• “How can I improve not just my ideas—but the way I generate them?”

They’re not just building ideas. They’re building mental infrastructure.

How to be the best Inner Architect as a conscious creative leader?

First, be a role model for meta-cognition yourself. Then, coach others in your creative team to gradually cultivate metacognition. Encourage your members to start reflecting on their thinking, document their thinking processes, and design better workflows and creative rituals. Be the thinking catalyst of your team. And if you’re lucky to have other Inner Architects in your team, invite them to help you coach and elevate the other team members.

Quadrant 2. Cognitive Awakening: The Reflective Riser

Reflective Risers have had a realization one day: “I’m doing okay, but I’m not really aware of how I think. And that might be holding me back.” This is the most exciting quadrant, because it signals readiness for growth.

Reflective Risers have realized something isn’t working—but instead of blaming the outside world, they’ve looked inward and asked: “Could it be the way I’m thinking? Do I need to up my game in the way I create and do things?”

They are curious and genuinely open to growth. They’re realizing that performance doesn’t just depend on effort—it depends on awareness of how they think, create, and produce results. They notice the gap that separates them from creative top performers—and that’s everything.

They say things like:

• “I’ve never thought about how I think before... but now I’m noticing patterns.”
• “Sometimes I push forward when I should probably pause.”
• “I think I jump too quickly into solutions.”

This is where the journey to creative metacognition begins.

How to best support a Reflective Riser as a conscious creative leader?

Encourage and guide them. Be a mirror. Ask them reflective questions. Offer frameworks like X-IDEA or Genius Journey. Suggest journaling or end-of-day “thinking audits.” Celebrate small metacognitive wins. This is fertile ground.

Quadrant 3. Cognitive Auto-Pilot: The Busy Bee

The Busy Bee is doing a lot—but thinking very little about how they’re doing it. They’re efficient, productive, often seen as reliable—but rarely reflective. They stick to routines, follow the playbook, and resist rethinking the mental process. To them, “thinking about thinking” sounds like overthinking. You’ll hear them say:

You might hear:

• “Let’s not overthink this—just execute.”
• “Thinking about thinking? I don’t have time for that.”
• “Let’s just do what worked last time.”

Busy Bees are active. Often competent. Sometimes, even high-performing. But because they’re unaware of the power of awareness, their potential is capped—not because of ability, but because of cognitive rigidity.

How to best deal with a Busy Bee as a conscious creative leader?

Interrupt their pattern of cruising on autopilot—but gently. Ask what led them to their conclusion. Suggest trying a new creativity tool or invite them to embrace different viewpoints on a situation. Show them that metacognition isn’t extra work—it’s better work.

Quadrant 4. Blissful Ignorance: The Sleeping Passenger

In this quadrant lies an uncomfortable truth: some people are part of your team’s journey… but they’re not really awake. These Sleeping Passengers are neither actively thinking nor reflecting. They may be physically present but mentally disengaged—coasting on habit, hiding behind noise, or just collecting paychecks. Typical statements you might hear from them include:

• “I just do what I’m told.”
• “I’m not really an idea person.”
• “Why do we have to overcomplicate everything?”

They’re not just non-reflective. They’re non-participatory.

How to best deal with a Sleeping Passenger as a conscious creative leader?

Start with empathy—but act with clarity. Ask: Is this someone I can help evolve? Can they be sparked into curiosity or coached toward engagement? If yes—great. Start with basic questions. Help them reconnect. If no—well…

Let’s be honest: The kind thing is to help them evolve. The right thing may be to let them go.

In the tsunami of change that the Sixth Wave of Innovation is bringing upon every industry, we simply cannot afford to carry cognitive freeloaders—especially in creative teams. It’s not cruel—it’s responsible creative leadership.

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How to Use the Cognitive Matrix as a Creative Leader of a Creative Team

The Cognitive Matrix isn’t just a reflection tool—it’s a developmental map. Here’s how you can use it effectively as a creative leader:

1. Diagnose Yourself First

Before you start coaching others, check your own state. Are you in Inner Architect mode? Or have you slipped into Busy Bee behavior under pressure? Self-awareness sets the tone for team transformation.

2. Map Your Team Thoughtfully

In a team meeting, coaching session, or even just quiet observation, ask:

• Who’s operating with intention and cognitive awareness?
• Who’s on the edge of cognitive awakening?
• Who’s running on autopilot?
• Who’s disengaged entirely?

It’s not about judgment—it’s about knowing where people are starting from.

3. Coach One Level Up

Don’t expect giant leaps. Small shifts compound. Growth happens one step at a time:

• Wake up Sleeping Passengers and evolve them into Busy Bees by helping them re-engage with thinking as a first step.
• Elevate Busy Bees into Reflective Risers by inviting them to start reflecting on how they think and create.
• Gradually evolve Reflective Risers into Conscious Creators by guiding them on how to track and design their own effective creative process and cognition.

Think of it like climbing a mountain—with thinking shoes on—toward the peak of cognitive awareness.

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Final Thoughts: Awareness Is Contagious

In the first article, we unpacked what metacognition is and why it matters. Now, with the Cognitive Matrix, you have a practical lens to spot it—and spark it—in your team. The Cognitive Matrix is both a creative leadership tool and a developmental map.

It’s a way to recognize patterns—without judgment—and gently guide people toward higher-order thinking. Not everyone will become a master metacognitive thinker. But everyone can move up a level.

And the more you foster a culture of awareness about how to think and create, the more you’ll find your team self-correcting, self-reflecting, and self-evolving.

Because in the years ahead, creative leadership and innovation won’t be about who shouts the loudest or acts the fastest. It’ll be about who thinks and creates with the most clarity—and who teaches others to do the same.

So go map your team. Wake up the Sleeping Passengers. Elevate the Busy Bees. Empower the Reflective Risers. Hone your Inner Architect. And regularly, habitually… think how you think.   

• Ready to go deeper? In my upcoming book, Surfing the Sixth Wave of Innovation, I explore how AI is fundamentally reshaping creativity, leadership, and value creation—and what it really takes to thrive when humans and intelligent machines begin to co-create.
• Curious how structured creativity really works? Discover X-IDEA—the innovation method I developed and facilitated in over 200 innovation projects worldwide. Explore the X-IDEA booklet, website, or dive deeper in Chapter 4 of Unleashing Wow! The Creative Leader's Guide to Breakthrough Innovation.
• In Genius Journey, we help creative leaders and teams systematically develop metacognition, creative confidence, and leadership depth. Learn more via the Genius Journey booklet, website, or Chapter 7 of Unleashing Wow!
• Let’s co-create a workshop that energizes your team. Reach out and tell us about your company — we’ll tailor a session that boosts your creative effectiveness in the age of AI.

© Dr. Detlef Reis 2026.