Is creativity the preserve of the few or an untapped possibility for the many? The messiness of the web enables the origination and dissemination of wonderful examples of creativity – why not unleash the same potential at work?

Creativity has a sort of mystique about it. It is more often than not seen as the preserve of a gifted and privileged few. It bugs me in the marketing world where the word “creatives” is used to delineate a narrow subset of the people who work in that industry. In the BBC too there was a bizarre, and pervasive, distinction between creative jobs and everything else, as if creativity wasn’t possible in every role. Isn’t it creative if an accountant comes up with a game changing way of measuring things? Isn’t it creative if a manager changes her interactions with her staff in a way that transforms their relationship?