This article explores the importance of giving academics the space to be creative in developing new teaching materials in the context of a government drive to increase the quality of the student experience, and what this means for "academic staff development". Academics who have engaged with a UK Centre for Excellence in Teaching and Learning (CETL) in one institution were interviewed about their experiences of the creative process and the reward and recognition strategies put in place to support its activities. The paper acknowledges the pressures and challenges facing academic staff in attempting to develop innovative materials, yet find that enthusiasm for looking at new ways of teaching and learning is still fervent. The paper argues that financial rewards are least important to staff when undertaking projects with the CETL, yet to managers with targets for income it is perceived as a priority. The importance of a supportive team and environment when engaging with CETLs is evident in building staff capacity and developing skills to take learning to a new level. A model of engaging with the CETL in creating e-learning materials is suggested to illustrate the stages academics go through in the pursuit of developing innovative exemplars of best practice. (Contains 3 figures and 5 notes.)