Creativity and innovation are no doubt of utter importance for organisations, business and change. Yet, what are the sources of creativity and innovation? And, how can these be focussed on creative business innovation? Interestingly, we have seen a lot of different approaches. There is no such thing as a one best way. SEgroup is featuring a series of events and workshops on creativity and innovation. We will illustrate the multiplicity of perspectives and explore the momentum of each.