What do Elvis Presley, Dungeons and Dragons, Agatha Christie, Coronation Street and Star Wars have in common? They are enduring and successful business properties - transferring through time, across media. Whether it's a book, TV show, computer game, film or song, and whether it's 50 years old or was created last week, some stories, characters and phenomena are fleeting in our collective conscience and some pass the test of time. Just how have these stories adapted as the years go by? What works? What doesn't? And why? And just what's in store for new content as it competes to build a loyal audience? Creative Business takes a broad view of some successful media content, digging beneath the surface to uncover the themes of the enduring and the serially successful. These are the creative, addictive stories brought together in a must-read book for anybody trying to create a successful creative property.