Many people think of artists, writers, product designers and marketing professionals.
I believe that creativity and innovation show up in all walks of life, but may look different in each domain.
Here's a BBC radio 4 documentary, which explores creativity and innovation in tax avoidance. Who are the creative people in this area? Bankers, accountants, multinational companies.
The tax gatherer's dilemma? 'It's like a fat policeman chasing a Ferrari'.