The Creative Economy: How People Make Money From Ideas

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.