Method to analyze and improve creativity generated by a creative process in which said creative process is audited to map out participants, goals and organizational structures of said creative process and parameters influencing said creative process, wherein the method comprises the following steps: a) identifying among said parameters multiple pairs of contrasting parameters governing said creative process, b) charting said multiple pairs of contrasting parameters as opposite poles in a matrix, c) using said matrix to optimize creativity by balancing out said contrasting parameters towards a core of said matrix.