Define creativity. Explain the steps in the process of creativity.

Question

Accepted Answer

Creativity is the ability to generate new and novel ideas. It is important to entrepreneurs because it is the first stage in the process of innovation, providing the stimulus for opportunity discovery and new venture creation. The process of creativity involves five steps:

1. **Idea germination** — This is the seeding stage of a new idea, where the entrepreneur recognises that an opportunity exists. It takes place according to the interest and curiosity of the entrepreneur.
2. **Preparation** — On the basis of the idea, interest and curiosity, the need is adjudged and the entrepreneur starts looking for the answer to implement the idea; if a new product or service is to be launched, market research is conducted.
3. **Incubation** — This is the subconscious assimilation of information, a transition period in which the entrepreneur thinks about the idea and its implementation in the subconscious mind.
4. **Illumination** — The idea re-surfaces in a realistic way and the entrepreneur comes out with a viable plan to give it practical shape by collecting raw material, arranging funds and policy-making for implementation.
5. **Verification** — Also called the validation or testing stage, where the idea is verified to prove that it has value; this is the most difficult phase as obstacles begin to appear.