In Your Creative Element, The Formula For Creative Success in Business

In December, my new book, In Your Creative Element, The Formula for Creative Success in Business is published by Kogan Page.

It’s the result of more than 20 years’ experience working in the creative industries and 2.5 years of study at Masters level at Cass Business School, City, University London, as I set out to unravel the very fabric of creativity, and almost two years of hard work actually writing the book itself. The ‘device’ I’ve used for the book is the periodic table, and borrowing from this structure I identified 62 key elements that all play a part in the creative process. Over the next few months, I’ll be sharing the juicy bits about each element right here on my blog. It’ll give you an idea of what the book is all about (which you can pre-order it right here), and it will hopefully provide a pretty comprehensive set of game-changing tips and insights from some of the best creative minds in the world that will enable you to become more creative in everything you do.

The book has over 25 case studies and interviews from creative experts and organisations including the NHS, United Nations, Twitter, Punchdrunk, Sky Media and Paddy Power as well as some of the world’s most successful advertising and creative agencies. Underpinned by academic research, the book features over 200 coaching questions.

The very first element I cover is “Novelty” because it’s an integral part of understanding what makes a creative idea. This is about how ‘new’ an idea is, which is often about context – what’s new or novel in one space maybe considered old hat in another category or industry.

In the book, Vicki Maguire, Executive Creative Director at award winning ad agency Grey London, describes what makes a great creative idea for her. One of the things she highlights is being able to see it “having a role in culture; if you can see people talking about it and writing about it in the press.” If the idea’s “time is right”, she says, it’s a good idea.

Try remembering Vicki’s words the next time you’re working on a new product or concept. Is its time right? Is it novel enough for what people want right now? How new is the idea when compared to other ideas by your competitors? By capturing the zeitgeist with a fresh and compelling idea, the sky really is the limit.

Next time: what makes a great creative idea?

In Your Creative Element, The Formula for Creative Success in Business is published by Kogan Page and available at and

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