Three Questions For... Paul Swann, Creative Partner, The Works

What inspires you?

People who challenge themselves by actively seeking out situations that while not comfortable ultimately enable them to grow. Most of us try to find the easiest way of doing something, I love meeting those people who resist that temptation.

What do you look for in a creative book?

Evidence of going the extra mile. For me the best people are the ones who genuinely care about the end result and will do that bit more to achieve it, whether it’s persisting with a project that took multiple attempts to sell in or persuading a partner to get involved in a piece of work despite budgetary constraints.

What does creativity mean to you?

The ability to look at situations differently, join unrelated concepts in novel ways and be unafraid to explore unusual thoughts despite the pressure to play it safe.