The fifth characteristic in the SEARCH for Arts Leadership model is explored: Creativity. Creativity…there is probably no other word as often used and freely interpreted in the context of the arts. And yet, it is not usually something we ascribe to leadership and organizations, even those in the arts. As will be seen, though, creativity is key to the success of the arts organization. The arts leader is different from leaders in other fields because they are dealing with a unique product – art – and it is those leaders who have artistic sensitivity and sensibilities that are best poised to understand it. The creative arts leader inspires the activities of the organization like a conductor with the orchestra: with a vision in mind, they bring art to the public stage using all the resources at their disposal, and ultimately create an artistic brand for the organization that speaks to all stakeholders.