Flower power - Morning glory

I arrived at the conclusion a while back that I needed to change the way I photographed flowers, because I felt I was missing something. Flower pictures are good and I will still capture them in the conventional way, when I want a botanical record. But what do you have to do to capture the essence or soul of a flower?  How do you bring in the wow factor - this is what I will be exploring in my latest series "Flower power."