Creativity is a concept that generations of artists, performers, thinkers, businesspeople, politicians, and many others have sweated blood in trying to define, all in completely different ways: one person's creativity really is another's pile of garbage.
But the search for the “big idea” is one that dominates the agenda of communicators, marketers, and business strategists alike as they search for the elusive elixir that can superpower their business or organization.
There's no point being “creative” if the activity doesn't move the needle ...