THE CREATIVITY PROCESS
Definitions
Creativity
Creativity is defined as the tendency or the ability to
generate or recognize ideas, alternations or possibilities
that may be useful in solving problems.
Innovation
Innovation is defined as the process of bringing about
new methods, products, services, or solutions that have
a significant positive impact and value. It involves
transforming creative concepts into tangible outcomes
that improve efficiency, and effectiveness, or address
unmet needs.
Difference Between Creativity and Innovation
Aspect Creativity Innovation
Implementing ideas to create
Generating novel and original
Definition value-added products or
ideas
services
Ideation and the process of Execution and the application
Focus
creating process
New concepts, visions, or New or improved products,
Outcome
perspectives services, or processes
Can be measured by market
Measurement Difficult to quantify, subjective impact, efficiency gains, or
profitability
Commercial and practical risks
Intellectual and conceptual
Risk involved in bringing an idea to
risks
market
The Creativity Process
Creativity Process
The creative process is the flow of thoughts and actions that
define the final stages of an idea. The process is possible when
an individual is working on something original and useful.
This involves problem-solving and critical thinking skills to
turn an idea into reality.
Stages of Creativity
• The Preparation Stage
• The Incubation Stage
• The Illumination Stage
• The Evaluation Stage
• The Implementation Stage
The Preparation Stage
• This first stage is all about gathering information. This is
the stage where you do user research and empathize with
the users in order to define the problem and your users’
needs.
• Some people think that creative ideas just pop up from a
vacuum, but creative ideas are always solutions to a
problem or a need.
• At this stage, you also use various ideation methods to
help you understand, attack and build your design
problem and creative idea from various angles.
The Incubation Stage
• After completing the preparation stage, the creative
process moves into the incubation stage.
• At this stage, you take a step back from the problem
and allow your mind to wander to let it contemplate and
work the problem through.
• You nurture the unconscious thought process, for
example, by staying open to the ideas that come to you
while you do the dishes or go for a walk.
• You open your mind to all ideas—even the crazy ones.
The Illumination Stage
• This third stage is the Illumination stage, where an
original idea will strike. It’s where creative minds have
their “Eureka!” or lightbulb moment and come up with
an innovative solution or approach.
• We all have creative potential and this is the stage at
which our mind makes new connections to come up
with something unique.
The Evaluation Stage
• Evaluation is the stage where you can bring your
creative idea to life through development, testing,
prototyping, elaboration and refining what has
emerged from the first four stages.
• This could involve simply speaking to colleagues
or friends about it, or even a more formal process
such as market research.
The Implementation Stage
• The final stage of the creative process is where you
analyse and build on your idea.
• You then polish it to make sure that it’s both useful and
novel. Effective implementation is where you turn
abstract ideas into tangible products or solutions.
• There might be a further element of brainstorming at
this stage.
Examples Of Creativity Process
Neeraj Kakkar CEO of Hector Beverages Prashant Parameshwaran, Tata
Soulfull MD & CEO
Examples Of Creativity Process
P.C Musthafa, CEO iD Fresh Foods Rohan Mirchandani, Co-Founder & CEO of
Epigamia.
Conclusion
• The creativity process is a dynamic journey that involves several stages: preparation,
incubation, insight, evaluation, and implementation. Each phase plays a crucial role in
transforming ideas into innovative solutions.
• The creativity process is indeed a combination of both creativity (idea generation) and
innovation (idea execution).
• Creativity alone isn’t enough without innovation to give it form and value, and innovation
relies on creativity as its foundation. Together, they drive the process of creating
something new and impactful.
D O Y O U H A V E A N Y
Q U E S T I O N S ?