Creativity is notoriously hard to pin down. In fact its mysterious, ethereal nature is the very thing that drives it and makes it valuable. But for those of us in the business of ideas it sometimes helps to have a framework by which to try to understand creativity (even if it fully evades totally logical rationale), so that we can get the best out of it. I’ve been in the media business my whole professional life. Now two years of running a creativity strategy consultancy,