Inventor of the Creative Archetypes Assessment™

Michael is the creator of the Creative Archetypes Assessment™ (CAA) — a pioneering framework for understanding how creativity actually works in individuals, teams and organisations.

Unlike traditional personality tools or innovation metrics, the CAA does not reduce people to fixed “types”, nor does it focus only on outputs or performance indicators. Instead, it identifies the deeper creative capacities that shape how people generate ideas, solve problems, collaborate and innovate.

Built on years of research into psychology, philosophy, creativity and organisational behaviour, the CAA offers something rare:

    | a structured way to diagnose creative strengths, blind spots and untapped potential.

For individuals, it provides profound insight into how they think, create and grow.

For organisations, it reveals the hidden creative dynamics that drive innovation, problem-solving and adaptability — helping teams unlock stronger ideas, greater cognitive diversity and more effective collaboration.

At a time when creativity is widely recognised as a defining skill of the future, the CAA represents one of the first attempts to move beyond vague discussions of “being creative” and towards a deeper, more practical understanding of how creativity can be understood, measured and developed.