Eight principles of creativity It is hard to think of a human ability that has had a more profoundly positive effect on the world than creativity. This one human capacity has generated so much. It is individual and universal, intellectual as well as artful, born of inspiration and made with determination. Distinctly human but often misunderstood, creativity is fundamental to life. At Landor, it is our life’s work to constantly build our creative capabilities in service of our clients’ businesses. Here are some things we’ve learned along the way.