Creativity is a mental and social process in-
volving the generation of new ideas or con-
cepts, or new associations of the creative
mind between existing ideas or concepts.
Creativity is fueled by the process of either
conscious or unconscious insight. An altern-
ative conception of creativeness is that it is
simply the act of making something new.
From a scientific point of view, the
products of creative thought (sometimes re-
ferred to as divergent thought) are usually
considered to have both originality and
Although intuitively a simple phenomenon,
it is in fact quite complex. It has been studied
from the perspectives of behavioural psycho-
logy, social psychology, psychometrics, cog-
nitive science, artificial intelligence, philo-
sophy, history, economics, design research,
business, and management, among others.
The studies have covered everyday creativity,
exceptional creativity and even artificial cre-
ativity. Unlike many phenomena in science,
there is no single, authoritative perspective
or definition of creativity. And unlike many
phenomena in psychology, there is no stand-
ardized measurement technique.
Creativity has been attributed variously to
divine intervention, cognitive processes, the
social environment, personality traits, and
chance ("accident", "serendipity").
been associated with genius, mental illness
and humour. Some say it is a trait we are
born with; others say it can be taught with
the application of simple techniques. Creativ-
ity has also been viewed as a beneficence of a
muse or Muses.
Although popularly associated with art
and literature, it is also an essential part of
innovation and invention and is important in
professions such as business, economics, ar-
chitecture, industrial design, graphic design,
advertising, music, science and engineering,
Despite, or perhaps because of, the ambi-
guity and multi-dimensional nature of creativ-
ity, entire industries have been spawned
from the pursuit of creative ideas and the de-