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Creativity & Innovation

Creativity is the ability to bring something new into existence, while innovation is the process of converting creative ideas into practical applications that create value. The creativity process involves several stages: idea germination where a seed of curiosity takes form; preparation through conscious research; incubation where the subconscious assimilates information; illumination when a feasible idea is recognized; and verification to prove an idea's value through application. Going through these stages separates those who just imagine ideas from truly creative individuals who transform ideas into reality.

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41 views2 pages

Creativity & Innovation

Creativity is the ability to bring something new into existence, while innovation is the process of converting creative ideas into practical applications that create value. The creativity process involves several stages: idea germination where a seed of curiosity takes form; preparation through conscious research; incubation where the subconscious assimilates information; illumination when a feasible idea is recognized; and verification to prove an idea's value through application. Going through these stages separates those who just imagine ideas from truly creative individuals who transform ideas into reality.

Uploaded by

shahryar khan
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CREATIVITY & INNOVATION

CREATIVITY & THE PROCESS OF CREATIVITY


CREATIVITY:
The terms creativity and innovation are often used to mean the same thing, but each has a unique
connotation. Creativity is ‘’ the ability to bring something new into existence.” This emphasizes
the “ability,” not the “activity,” of bringing something new into existence. A person may therefore
conceive of something new and envision how it will be useful, but not necessarily take the
necessary action to make it a reality. Innovation is the process of doing new things. It is the
conversion of creative ideas into market place reality, which people are prepared to buy. This
distinction is significant. Ideas have little value until they are converted into new products,
services, or processes. Innovation, therefore, is the transformation of creative ideas into useful
applications but creativity is prerequisite to innovation (Holt, 1992).
STAGES IN CREATIVITY PROCESS:

Idea The seeding stage of a new


idea recognition
Germination

Conscious search for


Preparation
knowledge rationalization

Subconscious assimilation
Incubation
of information fantasizing

Illumination Recognition of idea as


being feasible realization

Application or test to prove


Verification
idea has value validation

Source: Holt, (1992)


1. Idea germination: Exactly how an idea is germinated is a mystery; it is not something that can
be examined under the microscope. For most entrepreneurs, ideas begin with interest in a subject
or curiosity about finding a solution to a particular problem.
2. Preparation: Once a seed of curiosity has taken form as a focused idea, creative people embark
on a conscious search for answers. If it is a problem they are trying to solve, then they begin an
intellectual journey, seeking information about the problem and how others have tried to resolve
it. Inventors will set up laboratory experiments, designers will begin engineering new product
ideas, and marketers will study consumer buying behaviour.
3. Incubation: The idea, once seeded and given substance through preparation, is put on a back
burner, the subconscious mind is allowed time to assimilate information. Incubation is a stage of
‘mulling it over’. When an individual has consciously worked to resolve a problem without
success, allowing it to incubate in the subconscious will often lead to a resolution.
4. Illumination: Illumination occurs when the idea surfaces as a realistic creation. This stage is
critical for entrepreneurs because ideas, by themselves, have little meaning. Reaching the
illumination stage separates daydreamers and tinkerers from creative people who find a way to
transmute values.
5. Verification: An idea once illuminated in the mind of an individual still has little meaning until
verified as realistic and useful. Thus, verification is the development stage of refining knowledge
into application.

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