What if we have sold creativity the wrong way for decades? Is creativity something rare, incremental and optional or an essential part of rigorous decision making? Anyone with children knows, creativity is our natural response when faced with a problem. But corporations and institutions go to remarkable lengths to avoid using it. Why do creative people have to present recommendations to rational people for approval? This rarely happens the other way round. The asymmetry is not deliberate. It is the result of an unconscious drive to remove subjectivity and instinctive feeling from decisions, to avoid blame for any potential negative consequences. Come learn the magic of creative phenomenology - there are more applications for creativity than you can possibly imagine. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness.