Of course the answer to the photographer’s number one problem is creativity, but creativity is not constant. It can be there one minute and gone the next. One day our pictures are not quite the masterpieces they used to be. It can be fleeting, and in some cases dormant, just needing a little help to bring it to fruition. Creativity is difficult to define, being made-up of many aspects.. This fully-illustrated and easy-to-read book is about all the constituent parts coming together to make creativity. Regardless of which side of the Atlantic we operate, the main difference between enthusiasts and professionals is that the professional has a customer to please, but the enthusiast has only themselves and their admirers to please.. The guidelines for creativity are the same for both, and covered here in non-technical language.