This study looks at the drivers and inhibitors of creativity. It is the first study of its kind to give due regard to cultural differences, as it presents assessments provided by over 800 senior executives from the UK, EU, Latin America, Asia Pacific, the Middle East and Africa. The study aims to: *identify the ways in which organisations are promoting creativity as global competition intensifies *highlight the obstacles encountered and offer solutions * underline the similarities and differences adopted in different regions * to construct a practical toolkit to help organisations of all sizes * Assesses the role of business creativity in business success * Highlights the effect of rigid working processes created by globalization on creativity * Includes a discussion of the creativity-predicatability paradox