Summary: Creativity is a highly valuable and desirable quality, which appears to defy our attempts at understanding it. Despite much scientific research effort, creativity remains infuriatingly elusive. It seems that the very act of scientifically researching creativity makes it evaporate like Daphne. Could it be that we are looking in the wrong place? If however, we try to understand creativity from the *view of the creative practitioner*, suddenly valuable insights open up, which promise to let us understand and apply creativity effectively and profitably. This research indicates that people can enhance their creative processes and realize their creative potential to maximum effect. Creativity is emerging as a different cognitive entity in comparison with traditional scientific, logic, deductive thinking. Once we realize and accept this, the *EUREKA! process* can be nourished, strengthened and applied.
