Annamaria Testa is the special guest of a new episode of Naba Innovation Stories. The focus is on creativity and its infinite nuances - which then build the world we live in. Testa, author of the essay "La trama lucente" reminds us how, after all, creativity represents the greatest factor of change, the expression of intelligence that allows us to adapt to the environment, as well as making us who we are. Creativity, as the communication consultant, journalist, essayist confirms, is the indispensable premise of innovation, a human thought that becomes real in an insight or invention. In the episode, in which Testa also discusses relevant themes such as artificial intelligence and the disruptive power of women, it emerges how creativity is a psychological and individual phenomenon that "happens" in our own minds, or in the minds of groups of people with whom we find ourselves sharing ideas and thoughts.