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John Cleese put it best: “Creativity is not a talent. It is a way of operating.” And as content, media and marketing people we’re constantly balancing our creative impulses with commercial considerations. This month on Sparksheet we unpack the mysteries of creativity and the role it plays in our working lives.

In our Feature Article, we reach out to some of our favourite musicians, filmmakers, writers and marketers and find out how they maintain this delicate balance. We also speak to bestselling author Jonah Lehrer about what creativity looks like in the brain (and why Bob Dylan and Procter & Gamble have more in common than you think).

Next, we take you to one of the most creative places in the world, Rio de Janeiro, in the wake of Carnival season. Brazil correspondent Renata Acioli reports on her fellow Brazilians’ love/hate relationship with brands at the annual street festival. Meanwhile, Spafax editor Natasha Mekhail explores how hotel brands around the world are turning their luxury properties into movie stars.

Speaking of “around the world,” this month’s original think pieces come from as far and wide as Chicago, Glasgow and Sydney. Arment Dietrich CEO Gini Dietrich argues it’s time to redefine PR; Brightfire’s Biserka Anderson recounts her personal journey from Sofia newspaper reporter to content marketer; and Cannings Corporate Communications consultant Craig Badings explains what thought leadership has to do with sales.

Last but not least, check out our in-depth Q&A with The Boston Globe’s Miranda Mulligan. The iconic newspaper’s Digital Design Director dishes about responsive design, bad web clichés, and why designers make great managers.

Finally, we invite you to Like us on Facebook, follow us on Twitter, download our iPad and iPhone apps, watch us on SparksheetTV or drop us a line if you have any stories to share. We’ll keep curating the good ideas.

— Dan Levy, Editor