PART I THE WHAT - CREATIVE ELEMENTS
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We explore the diverse elements, or 'ingredients', that feed in into the creative process. The creative individual is key, but in order for the creative spark to catch fire, other elements must be sought out. Accordingly, in this chapter we look at different elements that can energise creative processes, such as bringing in new people and new ideas. The 'what' of creativity is a question with multiple answers, with different creativities brought to bear beyond the conventional notion of the singular breakthrough idea or 'eureka moment'.

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