Creativity is fun. It’s also big business.

But how do you turn creativity into money – cash, capital and profit? It is not just having a bright idea that counts – it's what you do with it.

John Howkins, a leading expert on creative business, shows us what creativity really is, gives the hard data on its global turnover ($2.2 trillion a year) and outlines the key rules for success.

The rules include:
- Invent yourself. Be unique
- Own your ideas. Understand copyright and patents
- Know when to work alone, and when in a group
- Learn endlessly. Borrow, reinvent and recycle
- Exploit fame and celebrity
- Know when to break the rules

Whether in film or fashion, software or shoes, by focusing on our individual talents we can all make creativity pay.