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“Creativity is what defines us as humans – technology hasn’t changed that”

For Sophia Matveeva, creativity is more than just a good idea, it's about a novel way of doing things that can be executed for the good of the community.

Define creativity. It’s tough – and that’s despite creativity acting as a vital component behind some of the world’s most compelling, high-profile ideas and businesses.

Cannes Lions Festival and HotTopics.ht have partnered to seek a suitable definition for creativity today. Our ‘Defining Creativity With…’ series follows business leaders from some of the most successful and/or creative organizations globally asking them their thoughts on this highly-prized mindset.

Next in the series: Sophia Matveeva, co-founder and chief executive officer at Style Counsel.