Amy shares insights from her book with Dan Ryder: Intention: Critical Creativity in the Classroom, which stems from the belief that “if they build it they will get it”. Critical Creativity is students using creative expression to demonstrate deeper thinking and the nuances of understanding content. When students make connections, transform knowledge, and articulate the reason behind their creative choices, learning becomes more sticky, meaningful, and authentic. This keynote explores the Why and the How of creativity in learning, addressing how creativity works, and offers practical tips for implementing creativity in any lesson, for any age group, and any discipline.