Back when I was making the big switch from the safe nine-to-five desk job into the overwhelming world of business ownership, I was eager to take on any task, regardless of the proposed “return on investment”, let’s call it. I don’t think the word ‘no’ was present in my vocabulary.

Naively, I took everyone at their word. The nature of my own well-meaning and fairness-oriented personality made dealing in the often cut-throat world of business somewhat challenging.

The concept of creativity is an abstract one, at best. The dictionary tells you that when you ask for creativity, you can expect to see “the ability to use the imagination to develop new and original ideas or things, especially in an artistic context.” This is all well and good if you’re in the market for something astonishing to frame and hang on your wall, but in the context of business design it falls somewhat short of adequate