What is creativity?

This event report covers a master-class on creativity from Dave Trott, suggesting that creativity is a synonym of out-thinking the competition, looking for ideas elsewhere, and never losing sight of real people.

What is creativity?

Lucy AitkenWarc

"Creativity is a quality you bring to everything you do," according to Dave Trott, Creative Director, Copywriter and Author. "It's a quality that makes you gasp or see something no one else has seen. It's another word for common sense, it's trying to out-think the competition."

This definition was offered up at the start of a one-man Masterclass in Creativity in London on 20 April as part of the How To Academy sessions.

Function before form

Throughout his career, Trott has consistently drawn on his own experience at art school The...

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