Address for Correspondence:

Create/Innovate or die. This is the taken-for-granted ‘truth ’ in the social, political and economic context in which we currently live. In fact, so accepted is this mantra that criticism seems foolish, mere evidence of the entrenched conservatism that needs to be challenged. In this essay we posit an alternative view of creativity, drawing in particular on the thinking of Gilles Deleuze. In doing so we hope to challenge clichéd representations of ‘creativity ’ and assist scholars to become more creative (or at least more reflective) in their own practice