For songwriter Paul McCartney it happened in his sleep. For author J.K. Rowling, it was on a delayed train. For playwright Lin-Manuel Miranda it was on a Mexican beach, and for Greek philosopher Archimedes it was in his bath. Each had their 'aha' moment, their stroke of insight that led to a masterpiece of creative work and changed the world: the Beatles song Yesterday, the Harry Potter series of books, the musical Hamilton. As for Archimedes, his insight into hydraulics changed the nature of engineering and had an enduring impact on civilisation. It was such a monumental moment for the philosopher that he jumped out of the bath and dashed down the street stark naked, loudly proclaiming his discovery and totally oblivious to his lack of clothes. But how did they come to experience this flash of insight? And how did they turn it into a creative masterpiece that was to be so successful? This book explores all aspects of the creative process-from idea to innovation, from moon-shot to mass market-and demystifies the steps to 'being more creative'. Packed with research and references to the leading thinkers in the field, as well as tools and techniques for enhancing creativity in a practical way, it is a book for every individual and organisation who wants a different future. The authors believe that the capacity for creativity is a universal human attribute and is undermined by a misunderstanding of the creative process and the factors that encourage or inhibit it. This book shows how to overcome these hurdles so that creativity can flourish.