Creativity was once the preserve of mad geniuses, troubled souls and avant-garde eccentrics. Today we all have to be creative, a trait we expect to find thriving in and around us. Why? Because creativity is now the solution to every problem, large or small. But hang on: If we all rely on the same idea, who can claim to be especially creative? One good candidate would be Jan Lohmann Stephensen, creativity sleuth at Aarhus University, who has actually managed to come up with a few original thoughts on why creativity is not necessarily the answer to everything.