This chapter considers the period at the turn of the twenty-first century when creativity became a key discourse within educational, cultural and urban policy. It illustrates how the discourse of creativity was a classic ‘Third Way’ policy, in that it offered a discursive rapprochement between the economic and the cultural. It illustrates how this turn to creativity in policy emerged from a move away from the structural towards the cultural within social theory and policy generally. This cultural turn was aligned to the critiques of cultural policy from a political economic perspective, which questioned the patronage model built on mitigating market failure for cultural products which were deemed to have a social value. It will illustrate how these legitimate criticisms and socially progressive orientations mutated into a policy framework where culture and creativity were reduced to economic value.