The word ‘creative’ has now enjoyed a full decade of increasing popularity, in which time everything and anything attained the creative prefix; from the creative industries, creative classes, creative economy, creative cities, creative business, creative governance to creative tourism. To paraphrase McGuigan, ‘everything is creative, so we are told’ (2004:9). Following the path of over-exploited term ‘culture’, the use of the term ‘creative’ has proliferated to such an extent that it has become virtually meaningless (Ibid). The notion of creativity as a limitless resource is central to the omnipresent popularity of creativity-led economic development and enterprise strategies (Foord, 2008) and ‘…creativity has emerged as a key concept in linking the production of cultural content in creative good and services with expanding market opportunities for all sorts of cultural product’