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You’re in a meeting; it’s bumbling along; minutes are handed out and people frown and glare or pass out in the heat of the moment. There’s mutterings under breaths; there’s sighs, grunts and the occasional fart.

Some bright spark says ‘what we need is a creative something something something‘ and suddenly the whole room has lit up in technicolour: the sighs become shouts, the grunts become groans of delight and the farts metamorphose into sounds of rejoicing: the whoopee cushion is something we all want to sit on now the creativity cat is out of the bag.

Because make no mistake: dropping the ‘c’ word into any business venture is bound to galvanise your workforce, impress your investors and stoke up the heat of admiration upon you. It doesn’t matter what the ‘something something something’ is (you could have equally said blahdy blahdy blah): the fact that you’ve introduced the ‘c’ word to your proposal is what’s fired up the meeting.

In the olden days we would have used the words ‘magic’ and the effect would have been the same. These days, ‘creativity’ has replaced the word for ‘magic’ (and ‘alchemy’ and ‘smoke and mirrors’ and ‘snake oil’ for that matter) and the world and it’s business offices have become far happier places as a result.

So, if in future you’re stuck in a turgid negotiation, CRM update or monitoring moment, just drop the word ‘creative’ into proceedings and see your business proposition grow wings and fly to the heavens. It may not last long up there as it gets too close to the sun, but your colleagues and customers will thank you for liberating them from their non-magical daily grinds.