Artgym founder and Group CEO Dr. Eugene Hughes has published a new book arguing that human creativity is the key to building organizations where people, planet, and business can thrive.
The Creative Enterprise: How Human Creativity Can Shape the Future of Work, published May 28 by Troubador Publishing, makes the case that the systems underpinning modern work — built on hierarchy, control, and efficiency — are no longer fit for purpose. Against a backdrop of environmental damage, a global mental health crisis, and accelerating technological disruption, Hughes offers a different path: one rooted in human creativity.
“We are facing a crisis of imagination at work,” Hughes said. “Despite the promises of technology and better working conditions than previous generations, disengagement and mental ill-health are on the rise. We can and must do better. Human creativity is not a luxury but a lifeline — an essential human capacity that can help us design organizations that truly support people, society, and the planet.”
Drawing on over two decades of research and real-world case studies from Artgym and beyond, the book introduces practical frameworks for embedding creativity as a shared daily practice within organizational cultures. Hughes argues that organizations thrive when they operate as living systems powered by curiosity, empathy, and collaboration, rather than as machines that compromise human potential.
The book covers approaches to experimentation, reflection, and embodied learning, and provides leaders with the tools to unlock collective creativity across their teams and organizations. It also features contributions from Charlotte Dewar, Artgym’s Director of Solutions and Experience Design, and Douglas Brown, Artgym’s Director of Experience and Innovation, who share their firsthand experiences of embedding creativity in organizations. Dr. Louise Austin, a psychologist, arts-based researcher, and guest lecturer at the University of Essex, adds further academic and practical insights.
As organizations everywhere grapple with uncertainty and transformation, The Creative Enterprise is a timely call to reimagine work as a creative, humane, and regenerative act. It is also a practical blueprint for leaders ready to begin that transformation today.
The Creative Enterprise is available on Amazon now, priced at £19.99 (ISBN: 9781806343010).
Book design and imagery: Leonardo Collina
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About Dr. Eugene Hughes
Dr. Eugene Hughes founded Artgym in 2004, growing it into an international, award-winning people and culture business. Over a 30-year career, he has worked with global organizations including adidas, the BBC, EY, Sony Music, AXA GO, Kering, Criteo, and Spotify—helping leaders and teams drive transformation and performance at scale.
Dr. Hughes is a recognized voice in human development and leadership. He is co-founder of Lead Like a River, a pioneering nature-based leadership program recognized by The Times as a top-20 life-changing experience. His not-for-profit work includes volunteering as a psychotherapist for mental charities and producing award-winning documentaries to champion the unheard voices of marginalized communities. He has guest lectured at the University of Oxford, the London School of Economics, and Thomas Jefferson University. Dr. Hughes holds a Ph.D. in Psychology, an M.Sc. in Psychology, and an M.Sc. in Psychotherapy.
About the Artgym Group
The Artgym Group, backed by ScaleUp Capital, unites Artgym, Sanctus Coaching, and PushFar to form a global partner for culture, coaching, and mentoring. Its mission is to help organizations unlock human performance at scale.
