Imagine, innovate, inspire, express... just what is the elusive force that is creativity?

The problem with creativity is that it's so difficult to define. Agencies search for it, clients demand it, but none of us knows exactly what it is - just that we want more of it. Luckily, The Clearing's MD Richard Buchanan reckons he's got a handle on this destructive, sweet-talking, emotional magpie of a concept. He's been talking to Campaign Magazine about just where to find it, and describes where he finds his own personal creative sweet-spot.