Creativity is about having the guts to do something different. Creativity is Heston Blumenthal serving an edible garden that included soil, gravel and deep-fried locusts to his unsuspecting guests and then having the satisfaction of seeing the utter joy on their faces as the flavours hit their palettes. Creativity is creating something incredible for your audience that they had no idea they even wanted or needed. Heston is a true inspiration to all 'creatives', I love the man.