Ask anyone that understands the messy and often painful process of creativity and they will agree that there’s no magic formula for getting to great work.  However, if you lead a creative business there’s much you can do to create a culture in which creativity is likely to thrive. Creative shops can be punishing places to work, under constant pressure to deliver against restrictive deadlines and often with limited resources – so how do you keep creative minds engaged when the odds are stacked against them? The answer lies in intrinsic motivation.