When Did You Last Predict a Good Idea? The Case of Accessing Creativity Explored

The aim of this paper is to respond to the calls for enabling strategies that enhance the capacity of Higher Education learners to initiate and develop ideas in contexts of applied creativity. The research is based on an extended literature review that encompasses government and policy reports, entrepreneurship and creativity literature and recent developments in cognitive neurology, specifically those related to ‘Neuromarketing’.Underpinned with discourse and consensus from authors with extensive and diverse teaching and research experiences, empirical evidence from pedagogical approaches from the creative industries is compared and contrasted. The results show that predictable assessment outcomes equal predictable students. Intrinsically motivating working practices, behaviours and cultural environments that encourage creativity are needed.