How creativity can change your world — again

Abstract

It’s a slippery concept, creativity: every time you get close to coming to grips with it, it seems to slip away, as indefinable as ever. Although all of us are familiar with terms such as brainstorming, lateral thinking and innovation, which are commonly used in the commercial world, the notion of creativity with its many artistic connotations has only recently become more widely used in business circles. However, as business grows ever more complex, we believe that this trend of wider usage and appreciation is set to gather pace as creative thinking becomes increasingly recognised as the essential process by which the most innovative ideas are formed and the toughest problems are solved.

‘There is no greater joy than that of feeling oneself a creator. The triumph of life is expressed by creation.’

Henri Bergson