<DIV><p>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.</p> <p>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.</p> <p>The rules include:</p> <ul> <li>Invent yourself. Be unique</li> <li>Own your ideas. Understand copyright and patents</li> <li>Know when to work alone, and when in a group</li> <li>Learn endlessly. Borrow, reinvent and recycle</li> <li>Exploit fame and celebrity</li> <li>Know when to break the rules</li> </ul> <p>Whether in film or fashion, software or shoes, by focusing on our individual talents we can all make creativity pay.</p> </div>