I have spent a lot of time defining the creative process. I thought, if there was something in common with the ways we create and there was indeed some kind of process, then it would make sense to know where we are in the flow when performing an act of creation whether it is a photograph, a painting, a poem, a novel, a piece of music, new technology, a piece of fine art or even an advertisement. Perhaps, if we knew where we were in the process, we could become ‘more’ creative. To a large extent this has been proven to be true in the process of problem solving – certainly in the corporate world. Much has been written about how important it is to introduce creativity to seemingly non-creative people where creative problems come from the outside/in.