Notes from the back of the creativity class

This article by Paul Stanway in Campaign magazine says that the more we understand about what enables creativity, the better we will be able to produce great work. Making it some sort of mercurial muse over which we have no control doesn't help any of us.

Paul is the co-founder and creative director of XYZ, an independent brand experience agency. At the time of writing this article he was a part-time student on the Masters in Innovation, Creativity and Leadership at Bayes Business School (formerly Cass) at City, University of London, where Perspectiv’s Andy Wilkins is a Senior Honorary Visiting Fellow.