Most people either think they are creative, or they think they aren't. And people tend to think that if it's clever, it must be creative. But in this episode, I talked with Jonathan Malm about what creativity really is. Jonathan and I talked about the role creativity in the church, what really makes someone creative, and creative ways to think about the communication for your church brand. The conversation was sparked by his new book, The Hidden Option, which is all about using creativity to solve life's issues.