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,

“Television needs to innovate, not regurgitate.” So said Liz Warner, a top TV exec, recently in a speech. As Broadcast, the industry rag reported: “Warner used her Bafta Television Lecture to call on the industry to snap out of its creative lethargy and recognise the “creative chasm” that has appeared in its failure to respond to the digital age”. The vital issues that Warner raises of connecting with young audiences and keeping the broadcast television alive and well aside,