The ‘Creativity for Growth’ course began with a simple observation: creativity has never been more important to business.
Its purpose was to champion creativity as a tool for growth. As we say:
“Creativity isn’t just for a select few. It’s a fundamental skill - teachable, scalable, and essential in every corner of life and business.”
As markets fragment and technology accelerates, businesses are under constant pressure to adapt. Yet creativity is still treated as something instinctive, mysterious, or confined to a department.
Too often, it’s seen as a spark rather than a system.
Sir John Hegarty has spent a career proving that creativity is not a luxury. It is a commercial discipline. When rooted in truth and applied with rigour, it drives growth, builds trust, and creates long-term value.
The problem was clear. While creativity is demanded at every level of modern business, very few leaders are ever taught how to practise it properly.
Creativity for Growth was created to meet that need, to make creativity understandable and powerful as a tool for business success.
The course is designed as a clear creative journey.
Its structure reflects how strong creative work is best made; with a creative philosophy, processes to define that, and building a creative culture.
Starting with the power of the truth, It is then developed through ideas, and sustained by execution and culture. Each module builds on the last, creating a clear line from thinking to impact.
Rather than offering inspiration without application, the course focuses on fundamentals:
This approach reflects a long-held belief: creativity is not just a spark.
It requires clarity, consistency, and systems to be put in place to allow for innovation to happen.
By treating creativity as a discipline, the course gives participants a way to apply it again and again, in real business contexts.
CRAFT & PRODUCTION
“Advertising is 80% idea and it’s also 80% execution.” -Sir John Hegarty
Creativity for Growth was made with the same attention to craft expected of serious creative work.
The challenge was not a lack of material, but the opposite: distilling decades of thinking into something clear, practical, and useful without oversimplifying it.
Every session was carefully shaped to respect the audience’s intelligence and time.
The course brings together creative leaders from around the world, reinforcing the idea that creativity is not owned by one industry or geography.
Learners can watch Sir John Hegarty in conversation with the likes of fashion entrepreneur Anya Hindmarch, Ex CMO Nike Greg Hoffman, Architect & Designer Thomas Heatherwick, Ex Apple & founder James Vincent, Business Strategist Rishad Tobaccowala and more.
Their perspectives add depth and relevance, helping participants see how creative principles translate across different contexts.
The result is a course that feels considered, thoughtful, and focused on lasting value rather than quick wins.
In 2025 the course was reshot and relaunched with updated scripts, examples and flow.
Creativity for Growth has reached people globally across a range of brands and agencies globally.
Testimonials:
The Creativity for Growth course is part of The Business of Creativity, which includes other courses – Advertising Principles Explained, Marketing AI Decoded and Beyond Your Limits – in addition to community events, thought leadership pieces and bespoke consultancy.
