Every text on creativity has its strengths and weakness. The practical texts provide concepts and variety of techniques that are easy to understand and apply, but they do not tell us why these concepts and techniques actually work. Academic articles provide us with information on why concepts and techniques work,  but are the written using terms that cannot be understood without a PhD in the relevant field. This text bridges the gap between these two groups. By providing, in simple terms, both the creative concepts and techniques, and their grounding in theory, this text illustrates why these concepts work and how they can applied in different situations. This develops your creative thinking  expertise and provides an understanding of why creative techniques work so that you can apply new expertise in different situations and contexts. The skills, once learnt, allow you to unlock your creative potential.