Creativity in business is a funny thing. We all pay lip service to how important it is - but when times are tight and money is short we tend to pull up the drawbridge and say 'We can do without all this new-fangled innovation. While we're in trouble we need to stick with what we know.' In reality, of course, this is absolute tosh. The very time when you need to be most creative as a business is when things are difficult. But it's understandable that, in times of financial stress, you don't necessarily want to spend lots of money to train people in being more creative. There's an assumption in that previous sentence, of course. I'm taking it for granted that there is benefit in training people in creativity. I hope there's no doubt about the need for creativity. If everything around you stayed exactly the same, then you could carry on as you have before and thrive. But the fact is that the environment (financial and physical) is changing. Your cust...