Creativity isn't about being artistic - it's about intelligence in action. But most companies accidentally crush it through benchmarking, perfectionism, and fear of mistakes. Celia Falkenberg and Nina Pearse of Creativity Wake-Up reveal how organisations can unlock the creative thinking that drives real innovation, sharing practical tools to spot opportunities in workplace friction, reframe challenges as "what if" questions, and use mind-mapping techniques that generate breakthrough solutions in just 90 seconds.