Our motivation is to help organisations cultivate their own creativity. Our interests span across different sectors including business, education and government.


Cardiff School of Art & Design

Cardiff School of Art & Design

There is recognition by many senior managers and educators of the need for staff and students to be more creative and innovative to enable them to have breakthrough ideas and discover new solutions that are novel, valuable and substantive.

“Creativity Selected as Most Crucial Factor for Future Success”

A global study by IBM in 2010 of 5000 Chief Executive Officers (CEOs) across 60 countries and 33 industries found that creativity was selected as the “most crucial factor for future success”. However there is often a reality gap between statements from senior management saying “we must be more creative” and what actually happens on a daily basis. This can be due to a lack of understanding of how to truly cultivate creativity.

80% of people felt that “creativity is key to driving economic growth”

A survey, commissioned by Adobe in 2012, of 5,000 adults in the US, UK, Germany, France and Japan looking at attitudes and beliefs about creativity at work, school and home found that 80% of people felt that “creativity is key to driving economic growth”. However the survey also found “a workplace creativity gap, where 75% of respondents said they are under growing pressure to be productive rather than creative, despite the fact that they are increasingly expected to think creatively on the job.”

“Hamstrung by an education system that is not geared towards creativity”

In another study by Adobe in 2013 on Creativity in Education covering 13 countries across Asia Pacific, respondents gave a rating of 8.4 when asked to rate on a scale of 1 to 10 on how important it was to infuse creativity in education to ensure their country’s long-term success. However, more than half of those surveyed also felt “hamstrung by an education system that is not geared towards creativity”.