This paper outlines the dynamic life of the university in the era of neo-liberal globalisation, and within this context, discusses the nature of "creativity" as a life force or power, similar to the Ancient Greek idea of "Eros". This power is contrasted with functionalist and bureaucratic notions of creativity, and a disjuncture is identified between the commodification of education arising from managerialism and consumerism and the spirit and energy that constitutes the creative impulse. It is argued that the critical academic who wishes to promote creativity among students must live within a permanent framework of ambiguity, on the one hand, hemmed in by a confusion of conflicting ideologies (plus other limiting factors), and on the other, committed to a humanistic education that seeks to help students liberate themselves from outmoded habits of thinking. Examples from Higher Education practice are given to illustrate how such a freeing of minds can occur within current constraints. It is concluded that academics need to use their collective strength as a community of scholars to assert the moral values and discourse of education devoted to the public good, and to jealously guard the concept of "creativity" within this framework.