The Creativity Imperative is a clear, concise conversation about the necessity for organisations big and small and in-between to understand and embrace the sweeping wave of change that has engulfed the business world in the wake of the Global Financial Crisis. It begins with simple but comprehensive definitions of both 'creativity' and 'innovation,' and then proceeds to survey the context in which these concepts have evolved to occupy a central role, not just in the name of success, but also survival. Finally, an explanation detailing the many palpable benefits of creative principles and processes is offered.