Most professionals understand the value of demonstrating a return on investment, even if measuring it is rarely straightforward.

What’s far less discussed is measuring and showing a return on new and creative ideas.

As machine learning accelerates and AI optimises at speed, creativity remains an advantage that can’t be automated. Machines can optimise, automate and predict, but creativity remains the most human advantage we have in delivering a real return on ideas (ROI).

In this series we explore what happens when creativity is treated less like a lightning strike and more like an ongoing practice – something you tend to; return to; and grow through use.

Author Sarah Morgan looks at how to grow and nurture creative thinking all in the pursuit of unique problem solving, finding new solutions, developing campaigns that drive genuine behaviour change and just making the world a little less beige.