Creating the Future Together 9 understand four key aspects of the process that sit underneath the umbrella of the brand. We will now look at each of these in turn. Co-creation is participative There are two prevalent myths about creativity and innovation. The first is that creativity is the preserve of the individual creative genius. The second is that innovations are generated by eureka moments, often from people in scientific or computer laboratories. These myths exist because they are more interesting to narrate, not least by those credited with discoveries, but if we look beneath the surface we often find that innovations are devel- oped by groups of people and that they usually take a long time to become fully formed, which reminds us that innovations are not just about the big idea but all the small ideas of innovation development. Steve Johnson, in an analysis of innovations since 1400, concludes that `less than 10 percent of innovation during the Renaissance is networked; two centuries later a majority of breakthrough ideas emerge in collaborative environments.' 2 In other words, while we may have a picture in our heads of innovation as a solitary activity, it is in fact a social one. Johnson references a study by the