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Innovation, Inventiveness, Originality, Imagination


Understanding Creativity

Creativity is the mental and social process involving the generation of new ideas or concepts, or new associations of the creative mind between existing ideas or concepts. It is often synonymous with novelty, inventiveness, and innovation. Creativity is not about doing something in a normal or routine way, but instead, it involves thinking out of the box and coming up with innovative solutions.

The Role of Creativity in Business

In a business context, creativity can lead to new ideas, innovations, and methods that can enhance operational efficiency, create new revenue streams, and foster a culture of continuous improvement. It’s a key ingredient in innovation and a crucial skill in the era of digital transformation.

Types of Creativity

  • Artistic creativity: This is often the first type that comes to mind and involves creating artistic works like painting, writing, music, etc.
  • Inventive creativity: This involves coming up with new products or ideas, often related to science and technology.
  • Innovative creativity: This involves finding new uses for existing products or ideas.
  • Interpersonal creativity: This involves creating new ways of managing and resolving conflicts.

Usage Examples

1. Apple Inc. is often cited as an example of a company that uses creativity to innovate and design products like the iPhone, iPad, and Apple Watch.

2. Airbnb used creativity to disrupt the traditional lodging industry by creating a platform for people to rent out their homes or rooms to travelers.

3. Google encourages creativity among its employees with its ‘20% time’ policy, where employees can spend 20% of their time working on passion projects unrelated to their main job.

Historical Context

The concept of creativity dates back to ancient times, but it was only in the 20th century that it became a topic of serious study in areas like psychology, cognitive science, and business management.


  • Creativity is only about art: Creativity is not limited to artistic expression but applies to any field where new, original ideas can be generated and implemented.
  • Creativity can’t be learned or enhanced: While some people may naturally be more creative, creativity can be nurtured and developed with practice and the right environment.


  • Creativity vs Innovation: Creativity is about generating new and original ideas, while innovation is about applying these ideas into practical scenarios.
  • Creativity vs Intelligence: While intelligence is about solving problems using known methods, creativity is about solving problems in new and novel ways.

Related Concepts

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