But how do you turn creativity into money – cash, capital and profit? It is not just having a bright idea that counts – it's what you do with it.John Howkins, a leading expert on creative business, shows us what creativity really is, gives the hard data on its global turnover ($2.2 trillion a year) and outlines the key rules for success.The rules include: Invent yourself. Be unique Own your ideas. Understand copyright and patents Know when to work alone, and when in a group Learn endlessly. Borrow, reinvent and recycle Exploit fame and celebrity Know when to break the rules Whether in film or fashion, software or shoes, by focusing on our individual talents we can all make creativity pay.