Where creativity, business and stupid ideas meet

As opposed to what many people think, creativity is not a mysterious gift that some people have and others don’t. It’s not that black-and-white,  not such a sharply defined phenomenon. Rather, creativity is an undefined sum of intelligence and professionalism, of professionalism and humour. It’s a matter of confidence, dedication and some occasional dumb luck. Creativity needs the space to try, fail and try again. and because of that, Capital C provides space for people with the urge to experiment. The old diamond exchange of Amsterdam now houses both genius and stupidity, a strange energy that some people take more seriously than others. You’re free to call it whatever you want. We call it creativity with a Capital C.