Chris Bilton, Reader in Creative Industries, Centre for Cultural & Media Policy Studies, University of Warwick, UK, Stephen Cummings, Professor of Strategy and Co-Director of The Atom Innovation Space, Victoria University of Wellington, New Zealand and dt ogilvie, Professor of Urban Entrepreneurship & Economic Development, Saunders College of Business, Rochester Institute of Technology, US

• Contents: Nigella, Jamie and the process of encouraging creativities PART I THE WHAT – CREATIVE ELEMENTS The ‘What’ framework: the market crate PART II THE HOW – CREATIVE BLENDS The ‘How’ framework: blending creative teams using creative leadership PART III THE WHERE – THE CREATIVE SET-UP The ‘Where’ framework: the creative bench formation PART IV THE WHO – ENGAGING CREATIVE USERS AND COMMUNITIES The ‘Who’ framework: four circles of co-creation PART V THE WHY – CREATIVE PURPOSES The ‘Why’ framework: the creative pathways matrix Index

‘The title Creativities, with its nod to the five of the serving men of Rudyard Kipling, serves its purpose well. It captures what is provided in the book, which is essentially a template for stimulating creativity. Or, more precisely, for stimulating the plurality of creativities found across its various contexts in use. Importantly within this book, there isn’t really a plan of how to do creativity, it is more about using the tools within to develop your own version of creativity.’