What can managers do for creativity? Brokering creativity in the creative industries

'Creativity' has become a fashionable term in the contemporary managerial and political lexicon, signalling generalised approval in education, business and the arts. In Britain, 'creative industries' has replaced 'cultural industries' as the umbrella term for artistic and cultural production and distribution, and 'creativity' has been incorporated into the national tourism brand . In business, managers and academics use 'creativity' to indicate an organisation's capacity for innovation, flexibility and autonomy; these 'creative' values are seen to have replaced operational efficiency and strategic planning as the primary source of 'competitive advantage' in business. In education, creativity has spread beyond its original context of arts based subjects and is used to refer to a generalised ability to solve problems and generate new concepts across the entire curriculum. The term creativity has become so all-embracing as to lose any clearly defined meaning and value. Ask any organisation, industry or individual whether they would ever admit to being 'uncreative' and the corruption of meaning is only too apparent. It seems that we are all creative now. Creativity has become both the language and currency of today's knowledge economy .