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Understanding the four stages of the creative process

There’s a lot that science can teach us about what goes into the creative process—and how each one of us can optimize our own.

How do great artists and innovators come up with their most brilliant ideas ? And by what kind of alchemical process are they able to bring those ideas to life? 

I have eagerly sought the answers to these questions over the past decade of my career as a psychology writer. My fascination with the lives and minds of brilliant artists and innovators has led me on a quest to discover what makes us creative , where ideas come from, and how they come to life. But even after writing an entire book on the science of creativity and designing a creative personality test , there are more questions than answers in my mind. 

Decades of research have yet to uncover the unique spark of creative genius. Creativity is as perplexing to us today as it was to the ancients, who cast creative genius in the realm of the supernatural and declared it the work of the muses.  

What the science does show is that creative people are complex and contradictory. Their creative processes tend to be chaotic and nonlinear—which seems to mirror what’s going on in their brains. Contrary to the “right-brain myth,” creativity doesn’t just involve a single brain region or even a single side of the brain. Instead, the creative process draws on the whole brain. It’s a dynamic interplay of many diverse brain regions, thinking styles, emotions, and unconscious and conscious processing systems coming together in unusual and unexpected ways. 

But while we may never find the formula for creativity, there’s still a lot that science can teach us about what goes into the creative process—and how each one of us can optimize our own. 

Understanding your own creative process

One of the most illuminating things I’ve found is a popular four-stage model of the creative process developed in the 1920s. In his book The Art of Thought , British psychologist Graham Wallas outlined a theory of the creative process based on many years of observing and studying accounts of inventors and other creative types at work. 

The four stages of the creative process: 

Stage 1: preparation.

The creative process begins with preparation: gathering information and materials, identifying sources of inspiration, and acquiring knowledge about the project or problem at hand. This is often an internal process (thinking deeply to generate and engage with ideas) as well as an external one (going out into the world to gather the necessary data, resources, materials, and expertise). 

Stage 2: Incubation

Next, the ideas and information gathered in stage 1 marinate in the mind. As ideas slowly simmer, the work deepens and new connections are formed. During this period of germination, the artist takes their focus off the problem and allows the mind to rest. While the conscious mind wanders, the unconscious engages in what Einstein called “combinatory play”: taking diverse ideas and influences and finding new ways to bring them together. 

Stage 3: Illumination

Next comes the elusive aha moment. After a period of incubation, insights arise from the deeper layers of the mind and break through to conscious awareness, often in a dramatic way. It’s the sudden Eureka! that comes when you’re in the shower, taking a walk, or occupied with something completely unrelated. Seemingly out of nowhere, the solution presents itself. 

Stage 4: Verification

Following the aha moment, the words get written down, the vision is committed to paint or clay, the business plan is developed. Whatever ideas and insights arose in stage 3 are fleshed out and developed. The artist uses critical thinking and aesthetic judgment skills to hone and refine the work and then communicate its value to others. 

Of course, these stages don’t always play out in such an orderly, linear fashion. The creative process tends to look more like a zigzag or spiral than a straight line. The model certainly has its limitations, but it can offer a road map of sorts for our own creative journey, offering a direction, if not a destination. It can help us become more aware of where we’re at in our own process, where we need to go, and the mental processes that can help us get there. And when the process gets a little too messy, coming back to this framework can help us to recenter, realign, and chart the path ahead. 

For instance, if you can’t seem to get from incubation to illumination, the solution might be to go back to stage 1, gathering more resources and knowledge to find that missing element. Or perhaps, in the quest for productivity , you’ve made the all-too-common mistake of skipping straight to stage 4, pushing ahead with a half-baked idea before it’s fully marinated. In that case, carving out time and space for stage 2 may be the necessary detour. 

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How to optimize your creative process for ultimate success

But let’s dig a little deeper: As I’ve contemplated and applied the four-stage model in my own work, I’ve found within it a much more profound insight into the mysteries of creation.  

At its heart, any creative process is about discovering something new within ourselves and then bringing that something into the world for others to experience and enjoy. The work of the artist, the visionary, the innovator is to bridge their inner and outer worlds—taking something that only exists within their own mind and heart and soul and birthing it into concrete, tangible form (you know, not unlike that other kind of creative process). 

Any creative process is a dance between the inner and the outer; the unconscious and conscious mind; dreaming and doing; madness and method; solitary reflection and active collaboration. Psychologists describe it in simple terms of inspiration (coming up with ideas) and generation (bringing ideas to life). 

In the four-stage model, we can see how the internal and external elements of the creative process interact. stages 2 and 3 are all about inspiration: dreaming, reflecting, imagining, opening up to inspiration, and allowing the unconscious mind to do its work. Stages 1 and 4, meanwhile, are about generation: doing the external work of research, planning, execution, and collaboration. Through a dynamic dance of inspiration and generation, brilliant work comes to life. 

How does this help us in our own creative process? The more we master this balance, the more we can tap into our creative potential. We all have a preference for one side over the other, and by becoming more aware of our natural inclinations, we can learn how to optimize our strengths and minimize our weaknesses.  

More inward-focused, idea-generating types excel in stages 2 and 3: getting inspired and coming up with brilliant ideas. But they run the risk of getting stuck in their own heads and failing to materialize their brilliant ideas in the world. These thinkers and dreamers often need to bring more time and focus to stages 1 and 4 in order to keep their creative process on track. Balance inspiration with generation by creating the necessary structures to help you commit to action and put one foot in front of the other to make it happen—or just collaborate with a doer who you can outsource your ideas to! 

Doer types, on the other hand, shine in stages 1 and 4. They’re brilliant at getting things done, but they risk putting all their focus on productivity at the expense of the inner work and big-picture thinking that helps produce truly inspired work. When we bypass the critical work that occurs in the incubation stage, we miss out on our most original and groundbreaking ideas. If you’re a doer/generator, you can up-level your creative process by clearing out the space in your mind and your schedule to dream, imagine, reflect, and contemplate. 

By seeking a balance of these opposing forces, we can bring some order to the chaos of the creative process. And as we become dreamers who do and doers who dream, we empower ourselves to share more of our creative gifts with the world. 

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Carolyn Gregoire is a writer and creative consultant living in Brooklyn. She is the co-author of  Wired to Create: Unravelling the Mysteries of the Creative Mind  and the creator of the Creative Types personality test. Her work has been featured in the New York Times, Scientific American, TIME, Harvard Business Review, and other publications.

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Discover the 5 Stages of Creative Problem Solving

Have you ever faced a problem that felt too hard to fix? Creative problem-solving is a skill that can help you deal with tough situations. By understanding the five stages of creative problem-solving, you can learn how to approach problems differently and find new solutions. Each stage plays an important role in solving problems, from coming up with ideas to evaluating solutions. Let’s look at the five stages of creative problem-solving and how they can help you tackle everyday challenges.

What is Creative Problem Solving?

Creative problem-solving means finding unique solutions in a new and inventive way. Unlike traditional methods, it encourages thinking outside the box and exploring unconventional ideas. There are five stages: preparation, incubation, insight, evaluation, and elaboration. These stages guide individuals through a structured process, encouraging the exploration of ideas, refinement of concepts, and assessment of solutions.

They provide a framework for transitioning between stages, allowing flexibility and iteration. For instance, in the preparation stage, individuals gather information and explore potential approaches. Then, in the insight stage, they have a “eureka” moment, leading to the evaluation of ideas. This transition allows for continuous idea generation and refinement, leading to innovative outcomes.

What are the 5 stages of creative problem solving?

Preparation: understanding the issue.

The preparation stage of creative problem-solving is essential. It helps to define the problem clearly, enabling individuals to identify the main components that need attention.

For example, when creating a new marketing campaign, defining the target audience and campaign objectives is essential in the preparation stage. Gathering information is also crucial at this stage. It helps to understand the issue comprehensively and identify potential solutions. For instance, if a company wants to improve customer satisfaction , gathering feedback from current customers will provide valuable insights. Therefore, the preparation stage is vital in laying the groundwork for the creative problem-solving process.

Define the Problem

The problem is that creative problem-solving is unclear and ineffective. It’s caused by a lack of structure and guidance and a misunderstanding of the stages of creative problem-solving. This problem impacts the situation by hindering the ability to approach challenges creatively and limiting the potential for innovative solutions.

Gather Information

Gathering information is essential in the creative problem-solving process. It helps individuals understand and define the problem effectively. Obtaining relevant data and insights allows individuals to gain a deeper understanding of the issue, identify obstacles, and recognize opportunities for innovation.

Incubation: Letting Ideas Marinate

During the incubation stage of creative problem-solving, individuals can benefit from techniques such as taking a break and doing other activities. This helps their ideas develop and marinate.

Taking a mental break or focusing on less demanding tasks can help the subconscious mind work on the challenges one might face. Allowing ideas to incubate enables individuals to think about the problem from different angles and perspectives, increasing the likelihood of finding a creative solution .

This stage gives the brain a break from intense thinking and brainstorming during preparation, contributing to creative problem-solving. Allowing ideas to marinate during the incubation stage can lead to improved insight and evaluation of the problem-solving process. It can also reduce the likelihood of burnout and fatigue, enhancing the overall quality of the solution developed during the elaboration stage.

Set Problem Aside

It’s helpful to set a problem aside during the creative problem-solving process. Engaging in different activities can allow new ideas to develop and provide a fresh perspective on the issue.

For example, taking a walk or working on an unrelated project can give the mind a break and allow ideas to develop. Setting a problem aside during the creative problem-solving process has many benefits. It can lead to a more innovative approach , spark new ideas, and prevent frustration and burnout. This approach provides space for insight and leads to a more successful creative problem-solving process.

Engage in Different Activities

Engaging in different activities can help with creative problem-solving.

For example, going for a walk, cooking, or playing a musical instrument can stimulate the brain and generate innovative ideas.

During the incubation stage, these activities can give the mind a break from the problem, allowing the unconscious to work on finding a solution.

This can lead to sudden moments of insight and creativity.

To transition between stages of problem-solving, individuals can push their limits by attending workshops or collaborating with others.

These activities can offer a fresh perspective and encourage the brain to think differently, leading to more effective problem-solving strategies.

Insight: The Aha Moment

“The Insight: The Aha Moment” is a big part of solving problems. It’s when a solution suddenly becomes clear. This can happen because of different things, like experiences, observations, or past problem-solving attempts. Being open to new ideas helps make these “Aha Moments” happen. Creating a creative environment, like making time for brainstorming and seeing things from different angles, can also help.

The “Insight: The Aha Moment” helps solve problems by giving clarity and pointing to the next steps. It helps focus on the best solutions, leading to better and faster problem-solving.

Wait for the Spark

Creative problem-solving involves waiting for the spark. It lets individuals take time to understand the issue before finding a solution, which helps ensure the solution is effective. Recognizing the solution leads to the insight stage by providing a sudden understanding or realization of the problem. It often feels like an “aha!” moment where ideas come together.

For instance, a graphic designer may be stuck on a project, but after a break, they may suddenly see a solution, leading to project completion.

Recognize the Solution

Recognizing the solution is an integral part of creative problem-solving. It is the final stage of finding a resolution. People can identify the solution by being open to new ideas and looking at the problem from different perspectives.

Recognizing the solution impacts the overall outcome of the process by providing closure and allowing for the implementation of the resolved issue. This helps to conclude the problem-solving process successfully.

Evaluation: Testing Solutions

It’s vital to assess ideas effectively during the evaluation stage of creative problem-solving. This can be done by setting clear criteria for success, defining specific goals, considering feasibility, and evaluating potential impact.

For example, before launching a new product, a company might evaluate market demand, production costs, and potential profitability based on consumer trends and competition.

During the evaluation stage, gathering feedback from relevant stakeholders, conducting user testing, and making necessary adjustments based on the results is crucial. In software development, this may involve seeking user feedback through beta testing to identify and address potential issues or areas for improvement.

Evaluating ideas rigorously before implementation reduces the risk of investing time and resources into ineffective solutions. It significantly contributes to the process of finding practical solutions.

Assess Ideas

During the creative problem-solving process, it’s vital to assess ideas effectively. Factors like feasibility, relevance, and potential impact should be considered. This helps evaluate each idea’s originality and practicality to determine the most suitable ones for the problem.

In the assessment stage, criteria such as cost-effectiveness, alignment with objectives, and adaptability to change should be used to prioritize ideas. This ensures that the chosen concepts are innovative, feasible, and beneficial.

Thorough evaluation and prioritization of ideas in the assessment stage play a crucial role in guiding the successful resolution of the problem at hand.

Refine Solution

To refine a solution, you can:

• Address potential flaws or weaknesses by seeking feedback from others and conducting thorough testing.
• This helps identify any overlooked issues and ensures the solution is robust and effective.

Specific steps to further improve the proposed solution include:

• Conducting additional research
• Brainstorming alternative approaches
• Seeking inspiration from unrelated fields or industries.

Expanding the exploration scope makes the creative problem-solving process more dynamic and diverse, leading to more innovative and impactful solutions.

Additional criteria or considerations during the refinement of the solution are:

• Ethical implications
• Potential impact on different stakeholders
• Long-term sustainability of the solution.

By considering these factors, the refined solution can be more comprehensive and responsible, meeting the needs of all parties involved.

Elaboration: Applying the Solution

The elaboration stage in the creative problem-solving process involves expanding and refining the potential solution to ensure its successful implementation.

To achieve this, intensive research, brainstorming, and collaboration with others are essential. These help identify any potential flaws and address them effectively.

For example, a marketing team may further develop a new advertising campaign concept by gathering feedback from focus groups and adjusting the messaging accordingly.

To effectively apply the solution, specific action steps, such as creating a prototype, conducting feasibility studies, and obtaining user feedback, can be taken.

Transitioning from the previous stages of creative problem-solving to the elaboration stage means moving from generating potential solutions to working on the details of the most promising ideas.

This requires shifting from broad creativity to focused implementation, ensuring the idea is refined, practical, and ready for execution. For instance, after generating various design concepts for a new product, the transition to the elaboration stage involves selecting the most viable option and developing detailed specifications for prototyping and testing.

Develop Action Steps

During the insight stage of creative problem-solving, you can develop specific action steps by identifying the key components of the solution and breaking them down into achievable tasks.

For instance, if the problem concerns improving workplace morale, you might find that introducing team-building activities could help. The action steps could include researching suitable team-building exercises, seeking employee feedback on preferred activities, and planning the implementation logistics.

To ensure the action steps are practical and effective, you can conduct a small-scale trial of the proposed solution or seek input from relevant stakeholders. For example, if the action involves implementing a new software system, performing a trial run with a small team can help identify potential issues before full-scale implementation.

To move from the elaboration stage to implementation, you can create a detailed timeline and assign specific responsibilities to team members. For instance, when developing a marketing campaign, you must finalize the campaign elements and set clear deadlines for the design, content creation, and distribution stages.

Implement the Solution

The 5 stages of creative problem-solving are:

• Preparation : Gathering information, doing research, and identifying the problem.
• Incubation : Subconsciously working on a solution.
• Insight : The “aha” moment when the solution presents itself.
• Evaluation : Critically analyze the solution to determine its effectiveness.
• Elaboration : Refine and develop the solution further.

Each stage has a specific role in the creative process. Transitioning from one stage to the next requires a shift in thinking and approach. For example, transitioning from preparation to incubation may involve taking a break or engaging in an unrelated activity to allow the mind to work on the problem subconsciously. Similarly, transitioning from insight to evaluation may include testing the solution in different scenarios or seeking feedback from others.

Each stage of creative problem-solving is essential and contributes to the overall process.

How Each Stage Fits Into the Creative Process

Link between stages.

Transitioning from the Incubation stage to the Insight stage in creative problem-solving is essential. It allows the individual to step back from the problem. This mental break lets new perspectives and ideas emerge, leading to the “Aha!” moment and triggering creativity to move forward.

The Evaluation stage also plays a role. It connects the Insight and Elaboration stages by providing a platform for examining ideas in a structured manner. It rules out unfeasible ones and retains the best ones. This stage also helps identify potential roadblocks that could arise during implementation.

The transition from the Preparation to the Incubation stage significantly impacts the overall link between stages. It lays the groundwork for creative problem-solving. This stage is also a time to identify the problem, gather necessary information, and define the constraints before consciously moving the problem to the back of the mind. This process allows the subconscious to chip away at the problem, giving new insight.

Transition from One Stage to Next

Transitioning from the Preparation stage to the Incubation stage in creative problem-solving encourages individuals to take a break from the problem and let their minds wander. This allows them to think creatively and approach the problem from different angles. By doing so, the subconscious mind can work on the issue, often leading to unexpected “aha” moments.

For example, individuals may take a walk or engage in physical activity while incubating a problem, transcending traditional problem-solving thinking.

Using critical analysis tools, creative problem-solving can be achieved from the insight stage to the evaluation stage. Individuals should objectively review their ideas and consider key questions like, “Does this idea align with the problem I am trying to solve?” Group evaluations can also aid in this transition, as receiving feedback from others can help refine and improve ideas.

The transition from the Evaluation stage to the Elaboration stage is essential for implementing successful solutions. Elaboration involves fleshing out the best ideas generated during the evaluation phase, allowing for refinement and iteration. Teams may engage in brainstorming sessions, create prototypes, or conduct small-scale trials to test the solution’s feasibility. This process paves the way for implementing the most suitable solution to the problem at hand.

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• Art and Psychology

Graham Wallas and the Four Stages of the Creative Process

“Every problem is an opportunity in disguise.” — John Adams

Imagine if you come up with new ideas and solve problems better, faster, easier?

Imagine if you could easily leverage the thinking from multiple experts and different points of view?

That’s the promise and the premise of Creative Problem Solving.

As Einstein put it, “Creativity is intelligence having fun.”

Creative problem solving is a systematic approach that empowers individuals and teams to unleash their imagination , explore diverse perspectives, and generate innovative solutions to complex challenges.

Throughout my years at Microsoft, I’ve used variations of Creative Problem Solving to tackle big, audacious challenges and create new opportunities for innovation.

I this article, I walkthrough the original Creative Problem Solving process and variations so that you can more fully appreciate the power of the process and how it’s evolved over the years.

On This Page

Innovation is a Team Sport What is Creative Problem Solving? What is the Creative Problem Solving Process? Variations of Creative Problem Solving Osborn-Parnes Creative Problem Solving Criticisms of Creative Problem Solving Creative Problem Solving 21st Century FourSight Thinking Profiles Basadur’s Innovative Process Synetics SCAMPER Design Thinking

Innovation is a Team Sport

Recognizing that innovation is a team sport , I understood the importance of equipping myself and my teams with the right tools for the job.

By leveraging different problem-solving approaches, I have been able to navigate complex landscapes , think outside the box, and find unique solutions.

Creative Problem Solving has served as a valuable compass , guiding me to explore uncharted territories and unlock the potential for groundbreaking ideas.

With a diverse set of tools in my toolbox, I’ve been better prepared to navigate the dynamic world of innovation and contribute to the success and amplify impact for many teams and many orgs for many years.

By learning and teaching Creative Problem Solving we empower diverse teams to appreciate and embrace cognitive diversity to solve problems and create new opportunities with skill.

Creative problem solving is a mental process used to find original and effective solutions to problems.

It involves going beyond traditional methods and thinking outside the box to come up with new and innovative approaches.

Here are some key aspects of creative problem solving:

• Divergent Thinking : This involves exploring a wide range of possibilities and generating a large number of ideas, even if they seem unconventional at first.
• Convergent Thinking : Once you have a pool of ideas, you need to narrow them down and select the most promising ones. This requires critical thinking and evaluation skills.
• Process : There are various frameworks and techniques that can guide you through the creative problem-solving process. These can help you structure your thinking and increase your chances of finding innovative solutions.

Benefits of Creative Problem Solving:

• Finding New Solutions : It allows you to overcome challenges and achieve goals in ways that traditional methods might miss.
• Enhancing Innovation : It fosters a culture of innovation and helps organizations stay ahead of the curve.
• Improved Adaptability : It equips you to handle unexpected situations and adapt to changing circumstances.
• Boosts Confidence: Successfully solving problems with creative solutions can build confidence and motivation.

Here are some common techniques used in creative problem solving:

• Brainstorming : This is a classic technique where you generate as many ideas as possible in a short period of time.
• SCAMPER: This is a framework that prompts you to consider different ways to Substitute, Combine, Adapt, Magnify/Minify, Put to other uses, Eliminate, and Rearrange elements of the problem.
• Mind Mapping: This technique involves visually organizing your ideas and connections between them.
• Lateral Thinking: This approach challenges you to look at the problem from different angles and consider unconventional solutions.

Creative problem solving is a valuable skill for everyone, not just artists or designers.

You can apply it to all aspects of life, from personal challenges to professional endeavors.

What is the Creative Problem Solving Process?

The Creative Problem Solving (CPS) framework is a systematic approach for generating innovative solutions to complex problems.

It’s effectively a process framework.

It provides a structured process that helps individuals and teams think creatively, explore possibilities, and develop practical solutions.

The Creative Problem Solving process framework typically consists of the following stages:

• Clarify : In this stage, the problem or challenge is clearly defined, ensuring a shared understanding among participants. The key objectives, constraints, and desired outcomes are identified.
• Generate Ideas : During this stage, participants engage in divergent thinking to generate a wide range of ideas and potential solutions. The focus is on quantity and deferring judgment, encouraging free-flowing creativity.
• Develop Solutions : In this stage, the generated ideas are evaluated, refined, and developed into viable solutions. Participants explore the feasibility, practicality, and potential impact of each idea, considering the resources and constraints at hand.
• Implement : Once a solution or set of solutions is selected, an action plan is developed to guide the implementation process. This includes defining specific steps, assigning responsibilities, setting timelines, and identifying the necessary resources.
• Evaluate : After implementing the solution, the outcomes and results are evaluated to assess the effectiveness and impact. Lessons learned are captured to inform future problem-solving efforts and improve the process.

Throughout the Creative Problem Solving framework, various creativity techniques and tools can be employed to stimulate idea generation, such as brainstorming, mind mapping, SCAMPER (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse), and others.

These techniques help break through traditional thinking patterns and encourage novel approaches to problem-solving.

What are Variations of the Creative Problem Solving Process?

There are several variations of the Creative Problem Solving process, each emphasizing different steps or stages.

Here are five variations that are commonly referenced:

• Osborn-Parnes Creative Problem Solving : This is one of the earliest and most widely used versions of Creative Problem Solving. It consists of six stages: Objective Finding, Fact Finding, Problem Finding, Idea Finding, Solution Finding, and Acceptance Finding. It follows a systematic approach to identify and solve problems creatively.
• Creative Problem Solving 21st Century : Creative Problem Solving 21st Century, developed by Roger Firestien, is an innovative approach that empowers individuals to identify and take action towards achieving their goals, wishes, or challenges by providing a structured process to generate ideas, develop solutions, and create a plan of action.
• FourSight Thinking Profiles : This model introduces four stages in the Creative Problem Solving process: Clarify, Ideate, Develop, and Implement. It emphasizes the importance of understanding the problem, generating a range of ideas, developing and evaluating those ideas, and finally implementing the best solution.
• Basadur’s Innovative Process : Basadur’s Innovative Process, developed by Min Basadur, is a systematic and iterative process that guides teams through eight steps to effectively identify, define, generate ideas, evaluate, and implement solutions, resulting in creative and innovative outcomes.
• Synectics : Synectics is a Creative Problem Solving variation that focuses on creating new connections and insights. It involves stages such as Problem Clarification, Idea Generation, Evaluation, and Action Planning. Synectics encourages thinking from diverse perspectives and applying analogical reasoning.
• SCAMPER : SCAMPER is an acronym representing different creative thinking techniques to stimulate idea generation. Each letter stands for a strategy: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Rearrange. SCAMPER is used as a tool within the Creative Problem Solving process to generate innovative ideas by applying these strategies.
• Design Thinking : While not strictly a variation of Creative Problem Solving, Design Thinking is a problem-solving approach that shares similarities with Creative Problem Solving. It typically includes stages such as Empathize, Define, Ideate, Prototype, and Test. Design Thinking focuses on understanding users’ needs, ideating and prototyping solutions, and iterating based on feedback.

These are just a few examples of variations within the Creative Problem Solving framework. Each variation provides a unique perspective on the problem-solving process, allowing individuals and teams to approach challenges in different ways.

Osborn-Parnes Creative Problem Solving (CPS)

The original Creative Problem Solving (CPS) process, developed by Alex Osborn and Sidney Parnes, consists of the following steps:

• Objective Finding : In this step, the problem or challenge is clearly defined, and the objectives and goals are established. It involves understanding the problem from different perspectives, gathering relevant information, and identifying the desired outcomes.
• Fact Finding : The objective of this step is to gather information, data, and facts related to the problem. It involves conducting research, analyzing the current situation, and seeking a comprehensive understanding of the factors influencing the problem.
• Problem Finding : In this step, the focus is on identifying the root causes and underlying issues contributing to the problem. It involves reframing the problem, exploring it from different angles, and asking probing questions to uncover insights and uncover potential areas for improvement.
• Idea Finding : This step involves generating a wide range of ideas and potential solutions. Participants engage in divergent thinking techniques, such as brainstorming, to produce as many ideas as possible without judgment or evaluation. The aim is to encourage creativity and explore novel possibilities.
• Solution Finding : After generating a pool of ideas, the next step is to evaluate and select the most promising solutions. This involves convergent thinking, where participants assess the feasibility, desirability, and viability of each idea. Criteria are established to assess and rank the solutions based on their potential effectiveness.
• Acceptance Finding : In this step, the selected solution is refined, developed, and adapted to fit the specific context and constraints. Strategies are identified to overcome potential obstacles and challenges. Participants work to gain acceptance and support for the chosen solution from stakeholders.
• Solution Implementation : Once the solution is finalized, an action plan is developed to guide its implementation. This includes defining specific steps, assigning responsibilities, setting timelines, and securing the necessary resources. The solution is put into action, and progress is monitored to ensure successful execution.
• Monitoring and Evaluation : The final step involves tracking the progress and evaluating the outcomes of the implemented solution. Lessons learned are captured, and feedback is gathered to inform future problem-solving efforts. This step helps refine the process and improve future problem-solving endeavors.

The CPS process is designed to be iterative and flexible, allowing for feedback loops and refinement at each stage. It encourages collaboration, open-mindedness, and the exploration of diverse perspectives to foster creative problem-solving and innovation.

Criticisms of the Original Creative Problem Solving Approach

While Osborn-Parnes Creative Problem Solving is a widely used and effective problem-solving framework, it does have some criticisms, challenges, and limitations.

These include:

• Linear Process : CPS follows a structured and linear process, which may not fully capture the dynamic and non-linear nature of complex problems.
• Overemphasis on Rationality : CPS primarily focuses on logical and rational thinking, potentially overlooking the value of intuitive or emotional insights in the problem-solving process.
• Limited Cultural Diversity : The CPS framework may not adequately address the cultural and contextual differences that influence problem-solving approaches across diverse groups and regions.
• Time and Resource Intensive : Implementing the CPS process can be time-consuming and resource-intensive, requiring significant commitment and investment from participants and organizations.
• Lack of Flexibility : The structured nature of CPS may restrict the exploration of alternative problem-solving methods, limiting adaptability to different situations or contexts.
• Limited Emphasis on Collaboration : Although CPS encourages group participation, it may not fully leverage the collective intelligence and diverse perspectives of teams, potentially limiting the effectiveness of collaborative problem-solving.
• Potential Resistance to Change : Organizations or individuals accustomed to traditional problem-solving approaches may encounter resistance or difficulty in embracing the CPS methodology and its associated mindset shift.

Despite these criticisms and challenges, the CPS framework remains a valuable tool for systematic problem-solving.

Adapting and supplementing it with other methodologies and approaches can help overcome some of its limitations and enhance overall effectiveness.

Creative Problem Solving 21st Century

Roger Firestien is a master facilitator of the Creative Problem Solving process. He has been using it, studying it, researching it, and teaching it for 40 years.

According to him, the 21st century requires a new approach to problem-solving that is more creative and innovative.

He has developed a program that focuses on assisting facilitators of the Creative Problem Solving Process to smoothly and confidently transition from one stage to the next in the Creative Problem Solving process as well as learn how to talk less and accomplish more while facilitating Creative Problem Solving.

Creative Problem Solving empowers individuals to identify and take action towards achieving their goals, manifesting their aspirations, or addressing challenges they wish to overcome.

Unlike approaches that solely focus on problem-solving, CPS recognizes that the user’s objective may not necessarily be framed as a problem. Instead, CPS supports users in realizing their goals and desires, providing a versatile framework to guide them towards success.

Why Creative Problem Solving 21st Century?

Creative Problem Solving 21st Century addresses challenges with the original Creative Problem Solving method by adapting it to the demands of the modern era. Roger Firestien recognized that the 21st century requires a new approach to problem-solving that is more creative and innovative.

The Creative Problem Solving 21st Century program focuses on helping facilitators smoothly transition between different stages of the problem-solving process. It also teaches them how to be more efficient and productive in their facilitation by talking less and achieving more results.

Unlike approaches that solely focus on problem-solving, Creative Problem Solving 21st Century acknowledges that users may not always frame their objectives as problems. It recognizes that individuals have goals, wishes, and challenges they want to address or achieve. Creative Problem Solving provides a flexible framework to guide users towards success in realizing their aspirations.

Creative Problem Solving 21st Century builds upon the foundational work of pioneers such as Osborn, Parnes, Miller, and Firestien. It incorporates practical techniques like PPC (Pluses, Potentials, Concerns) and emphasizes the importance of creative leadership skills in driving change.

Stages of the Creative Problem Solving 21st Century

• Clarify the Problem
• Generate Ideas
• Develop Solutions
• Plan for Action

Steps of the Creative Problem Solving 21st Century

Here are stages and steps of the Creative Problem Solving 21st Century per Roger Firestien:

CLARIFY THE PROBLEM

Start here when you are looking to improve, create, or solve something. You want to explore the facts,  feelings and data around it. You want to find the best problem to solve.

IDENTIFY GOAL, WISH OR CHALLENGE Start with a goal, wish or challenge that begins with the phrase: “I wish…” or “It would be great if…”

Diverge : If you are not quite clear on a goal then create, invent, solve or improve.

Converge : Select the goal, wish or challenge on which you have Ownership, Motivation and a need for Imagination.

GATHER DATA

Diverge : What is a brief history of your goal, wish or challenge? What have you already thought of or tried? What might be your ideal goal?

Converge : Select the key data that reveals a new insight into the situation or that is important to consider throughout the remainder of the process.

Diverge : Generate many questions about your goal, wish or challenge. Phrase your questions beginning with: “How to…?” “How might…?” “What might be all the ways to…?” Try turning your key data into questions that redefine the goal, wish or challenge.

• Mark the “HITS” : New insight. Promising direction. Nails it! Feels good in your gut.
• Group the related “HITS” together.
• Restate the cluster . “How to…” “What might be all the…”

GENERATE IDEAS

Start here when you have a clearly defined problem and you need ideas to solve it. The best way to create great ideas is to generate LOTS of ideas. Defer judgment. Strive for quantity. Seek wild & unusual ideas. Build on other ideas.

Diverge : Come up with at least 40 ideas for solving your problem. Come up with 40 more. Keep going. Even as you see good ideas emerge, keep pushing for novelty. Stretch!

• Mark the “HITS”: Interesting, Intriguing, Useful, Solves the problem. Sparkles at you.
• Restate the cluster with a verb phrase.

DEVELOP SOLUTIONS

Start here when you want to turn promising ideas into workable solutions.

DEVELOP YOUR SOLUTION Review your clusters of ideas and blend them into a “story.” Imagine in detail what your solution would look like when it is implemented.

Begin your solution story with the phrase, “What I see myself doing is…”

PPCo EVALUATION

PPCo stands for Pluses, Potentials, Concerns and Overcome concerns

Review your solution story .

• List the PLUSES or specific strengths of your solution.
• List the POTENTIALS of your solution. What might be the result if you were to implement your idea?
• Finally, list your CONCERNS about the solution. Phrase your concerns beginning with “How to…”
• Diverge and generate ideas to OVERCOME your concerns one at a time until they have all been overcome
• Converge and select the best ideas to overcome your concerns. Use these ideas to improve your solution.

PLAN FOR ACTION

Start here when you have a solution and need buy-in from others. You want to create a detailed plan of action to follow.

Diverge : List all of the actions you might take to implement your solution.

• What might you do to make your solution easy to understand?
• What might you do to demonstrate the advantages of your solution?
• How might you gain acceptance of your solution?
• What steps might you take to put your solution into action?

Converge : Select the key actions to implement your solution. Create a plan, detailing who does what by when.

Credits for the Creative Problem Solving 21st Century

Creative Problem Solving – 21st Century is based on the work of: Osborn, A.F..(1953). Applied Imagination: Principles and procedures of Creative Problem Solving. New York: Scribner’s. Parnes, S.J, Noller, R.B & Biondi, A. (1977). Guide to Creative Action. New York: Scribner’s. Miller, B., Firestien, R., Vehar, J. Plain language Creative Problem-Solving Model, 1997. Puccio, G.J., Mance, M., Murdock, M.C. (2010) Creative Leadership: Skills that drive change. (Second Edition), Sage Publications, Thousand Oaks, CA. Miller, B., Vehar J., Firestien, R., Thurber, S. Nielsen, D. (2011) Creativity Unbound: An introduction to creative process. (Fifth Edition), Foursight, LLC., Evanston, IL. PPC (Pluses, Potentials & Concerns) was invented by Diane Foucar-Szocki, Bill Shepard & Roger Firestien in 1982

Where to Go for More on Creative Problem Solving 21st Century

Here are incredible free resources to ramp up on Creative Problem Solving 21st Century:

• PDF of Creative Problem Solving 21st Edition (RogerFirestien.com)
• PDF Worksheets for Creative Problem Solving (RogerFirestien.com)
• Video: Roger Firestien on 40 Years of Creative Problem Solving

Video Walkthroughs

• Video 1: Introduction to Creative Problem Solving
• Video 2: Identify your Goal/Wish/Challenge
• Video 3: Gather Data
• Video 4: Clarify the Problem: Creative Questions
• Video 5: Clarify the Problem: Why? What’s Stopping Me?
• Video 6: Selecting the Best Problem
• Video 7: How to do a Warm-up
• Video 8: Generate Ideas: Sticky Notes + Forced Connections
• Video 9: Generate Ideas: Brainwriting
• Video 10: Selecting the Best Ideas
• Video 11: Develop Solutions: PPCO
• Video 12: Generating Action Steps
• Video 13: Create Your Action Plan
• Video 14: CPS: The Whole Process

FourSight Thinking Profiles

The FourSight Thinking Skills Profile is an assessment tool designed to measure an individual’s thinking preferences and skills.

It focuses on four key thinking styles or stages that contribute to the creative problem-solving process.

The assessment helps individuals and teams understand their strengths and areas for development in each of these stages.

Why FourSight Thinking Profiles?

The FourSight method was necessary to address certain limitations or challenges that were identified in the original CPS method.

• Thinking Preferences : The FourSight model recognizes that individuals have different thinking preferences or cognitive styles. By understanding and leveraging these preferences, the FourSight method aims to optimize idea generation and problem-solving processes within teams and organizations.
• Overemphasis on Ideation : While ideation is a critical aspect of CPS, the original method sometimes focused too heavily on generating ideas without adequate attention to other stages, such as problem clarification, solution development, and implementation. FourSight offers a more balanced approach across all stages of the CPS process.
• Enhanced Problem Definition : FourSight places a particular emphasis on the Clarify stage, which involves defining the problem or challenge. This is an important step to ensure that the problem is well-understood and properly framed before proceeding to ideation and solution development.
• Research-Based Approach : The development of FourSight was influenced by extensive research on thinking styles and creativity. By incorporating these research insights into the CPS process, FourSight provides a more evidence-based and comprehensive approach to creative problem-solving.

Stages of FourSight Creative Problem Solving

FourSight Creative Problem Solving consists of four thinking stages, each associated with a specific thinking preference:

• Clarify : In this stage, the focus is on gaining a clear understanding of the problem or challenge. Participants define the problem statement, gather relevant information, and identify the key objectives and desired outcomes. This stage involves analytical thinking and careful examination of the problem’s context and scope.
• Ideate : The ideation stage involves generating a broad range of ideas and potential solutions. Participants engage in divergent thinking, allowing for a free flow of creativity and encouraging the exploration of unconventional possibilities. Various brainstorming techniques and creativity tools can be utilized to stimulate idea generation.
• Develop : Once a pool of ideas has been generated, the next stage is to develop and refine the selected ideas. Participants shift into a convergent thinking mode, evaluating and analyzing the feasibility, practicality, and potential impact of each idea. The emphasis is on refining and shaping the ideas into viable solutions.
• Implement : The final stage is focused on implementing the chosen solution. Participants develop an action plan, define specific steps and timelines, assign responsibilities, and identify the necessary resources. This stage requires practical thinking and attention to detail to ensure the successful execution of the solution.

Throughout the FourSight framework, it is recognized that individuals have different thinking preferences. Some individuals naturally excel in the Clarify stage, while others thrive in Ideate, Develop, or Implement.

By understanding these preferences, the FourSight framework encourages collaboration and diversity of thinking styles, ensuring a well-rounded approach to problem-solving and innovation.

The FourSight process can be iterative, allowing for feedback loops and revisiting previous stages as needed. It emphasizes the importance of open communication, respect for different perspectives, and leveraging the collective intelligence of a team to achieve optimal results.

4 Thinking Profiles in FourSight

In the FourSight model, there are four preferences that individuals can exhibit. These preferences reflect where individuals tend to focus their energy and time within the creative problem-solving process.

The four preferences in FourSight are:

• Clarifier : Individuals with a Clarifier preference excel in the first stage of the creative problem-solving process, which is about gaining clarity and understanding the problem. They are skilled at asking questions, gathering information, and analyzing data to define the problem accurately.
• Ideator : Individuals with an Ideator preference thrive in the second stage, which involves generating a wide range of ideas. They are imaginative thinkers who excel at brainstorming, thinking outside the box, and generating creative solutions. Ideators are known for their ability to explore multiple perspectives and come up with diverse ideas.
• Developer : Individuals with a Developer preference excel in the third stage of the process, which focuses on refining and developing ideas. They are skilled at evaluating ideas, analyzing their feasibility, and transforming them into actionable plans or solutions. Developers excel in taking promising ideas and shaping them into practical and effective strategies.
• Implementer : Individuals with an Implementer preference shine in the final stage of the process, which is about planning for action and executing the chosen solution. Implementers are skilled at organizing tasks, creating action plans, and ensuring successful implementation. They focus on turning ideas into tangible outcomes and are known for their ability to execute projects efficiently.

It’s important to note that while individuals may have a primary preference, everyone is capable of participating in all stages of the creative problem-solving process.

However, the FourSight model suggests that individuals tend to have a natural inclination or preference towards one or more of these stages. Understanding one’s preferences can help individuals leverage their strengths and work effectively in a team by appreciating the diversity of thinking preferences.

Right Hand vs. Left Hand

The FourSight model is a way to understand how people approach the creative process. It measures our preferences for different stages of creativity.

A good analogy for this is writing with your right or left hand. Think about writing with your right or left hand. Most of us have a dominant hand that we use for writing. It’s the hand we’re most comfortable with and it comes naturally to us. But it doesn’t mean we can’t write with our non-dominant hand. We can still do it, but it requires more effort and focus.

Similarly, in the creative process, we have preferred stages or parts that we enjoy and feel comfortable in. These are our peak preferences. However, it doesn’t mean we can’t work on the other stages. We can make a conscious effort to spend time and work on those stages, even if they don’t come as naturally to us.

Combinations of FourSight Profiles

Your FourSight profile is determined by four scores that represent your preferences in the creative process. Your profile reveals where you feel most energized and where you may struggle.

If you have a single peak in your profile, refer back to the description of that preference. If you have two or more peaks, continue reading to understand your tendencies when engaging in any kind of innovation.

Here are how the combinations show up, along with their labels:

2-Way Combinations

• High Clarifier & High Ideator = “Early Bird
• High Clarifier & High Developer = “Analyst”
• High Clarifier & High Implementer = “Accelerator”
• High Ideator & High Developer = “Theorist”
• High Ideator & High Implementer = “Driver”
• High Developer & High Implementer = “Finisher”

3-Way Combinations

• High Clarifier, Ideator & Developer = “Hare”
• High Clarifier, Ideator & Implementer = “Idea Broker”
• High Clarifier, Developer & Implementer = “Realist”
• High Ideator, Developer & Implementer = “Optimist”

4-Way Combination Nearly Equal for All Four Preferences = “Integrator”

Where to Go for More On FourSight

• FourSight Home
• FourSight Thinking Profile Interpretive Guide PDF
• FourSight Technical Manual PDF

Basadur’s Innovative Process

The Simplex Process, developed by management and creativity expert Min Basadur, gained recognition through his influential book “The Power of Innovation” published in 1995.

It consists of a sequence of eight steps organized into three distinct stages:

• Problem Formulation
• Solution Formulation
• Solution Implementation

You might hear Bsadur’s Innovative Process referred to by a few variations:

• Simplex Creative Problem Solving
• Basadur SIMPLEX Problem Solving Process
• Basadur System of innovation and creative problem solving
• Simplexity Thinking Process

What is Basadur’s Innovative Process

Here is how Basadur.com explains Basadur’s Innovation Process :

“The Basadur Innovation Process is an innovative thinking & creative problem solving process that separates innovation into clearly-defined steps, to take you from initial problem-finding right through to implementing the solutions you’ve created.

Its beauty is that it enables everyone to participate in an unbiased, open-minded way.

In the absence of negativity, people can think clearly and logically, building innovation confidence. A wide range of ideas can be proposed and the best ones selected, refined and executed in a spirit of openness and collaboration.

“That’s a great idea, but…”

How often have you heard this phrase? In most group decision-making processes, ideas are killed off before they’ve even got off the ground. With The Basadur Process on the other hand, judgment is deferred. Put simply, opinions on ideas don’t get in the way of ideas.”

3 Phases and 8 Steps of Basadur’s Innovative Process

The Basadur’s Innovative Process consists of three phases, subdivided into eight steps:

Phase 1: Problem Formulation

Problem Formulation : This phase focuses on understanding and defining the problem accurately. It involves the following steps:

• Step 1 : Problem Finding . Actively anticipate and seek out problems, opportunities, and possibilities. Maintain an open mind and view problems as opportunities for proactive resolution. Identify fuzzy situations and recognize that they can open new doors.
• Step 2 : Fact Finding . Gather relevant information and facts related to the fuzzy situation. Seek multiple viewpoints, challenge assumptions, listen to others, and focus on finding the truth rather than personal opinions. Utilize different lines of questioning to clarify the situation.
• Step 3 : Problem Definition . Define the problem accurately and objectively. View the problem from different angles and consider new perspectives. Uncover fresh challenges and recognize that the perceived problem might not be the real issue.

Phase 2: Solution Formulation

Solution Formulation . Once the problem is well-defined, this phase revolves around generating and evaluating potential solutions.  The steps involved are:

• Step 4 : Idea Finding . Generate ideas to solve the defined problem. Continuously seek more and better ideas, build upon half-formed ideas, and consider ideas from others. Fine-tune seemingly radical or impossible ideas to make them workable solutions.
• Step 5 : Evaluate & Select . Evaluate and select the most promising ideas to convert them into practical solutions. Consider multiple criteria in an unbiased manner, creatively improve imperfect solutions, and re-evaluate them.

Phase 3: Solution Implementation

Solution Implementation . In the final phase, the focus shifts to implementing and executing the selected solution effectively. The steps in this phase include:

• Step 6 : Plan Devise specific measures and create a concrete plan for implementing the chosen solution. Visualize the end result and motivate others to participate and support the plan.
• Step 7 : Acceptance Gain acceptance for the solutions and plans. Communicate the benefits of the solution to others, address potential concerns, and continuously revise and improve the solution to minimize resistance to change.
• Step 8 : Action Implement the solutions and put the plan into action. Avoid getting stuck in unimportant details, adapt the solutions to specific circumstances, and garner support for the change. Emphasize the need for follow-up to ensure lasting and permanent changes.

The SIMPLEX process recognizes that implementing a solution can reveal new problems, opportunities, and possibilities, leading back to Step 1 and initiating the iterative problem-solving and innovation cycle again.

Where to Go for More on Basadur’s Innovation Process

• Basadur’s Innovative Process Home
• Simplexity Thinking Explained
• Ambasadur Affiliate Program

Synectics is a problem-solving and creative thinking approach that emphasizes the power of collaboration, analogy, and metaphorical thinking. It was developed in the 1960s by George M. Prince and William J.J. Gordon.

Synectics is based on the belief that the most innovative ideas and solutions arise from the integration of diverse perspectives and the ability to make connections between seemingly unrelated concepts.

The Story of Synetics

Here is the story of Syentics according to SyneticsWorld.com:

“Back in the 1950s, our founders Bill Gordon, George Prince and their team studied thousands of hours of tape recorded innovation sessions to find the answer to

‘What is really going on between the people in the group to help them create and implement successfully?’

They called the answer the Synectics Creative-Problem-Solving Methodology, which has expanded into the Synecticsworld’s expertise on how people work creatively and collaboratively to create innovative solutions to some of the world’s most difficult challenges.

The unique Synecticsworld innovation process to the art of problem solving has taken us to many different destinations. We have worked on assignments in both the public and private sectors, in product and service innovation, business process improvement, cost reduction and the reinvention of business models and strategies.

It is our on-going goal to guide and inspire our clients to engage the Synectics innovation process to create innovative ideas, innovative solutions, and activate new, powerful, and innovative solutions.”

Why Synetics?

Synectics addresses challenges of the original Creative Problem Solving process by introducing a unique set of tools and techniques that foster creative thinking and overcome mental barriers.

Here’s how Synectics addresses some common challenges of the original Creative Problem Solving process:

• Breaking Mental Barriers : Synectics recognizes that individuals often have mental blocks and preconceived notions that limit their thinking. It tackles this challenge by encouraging the use of analogies, metaphors, and connections to break through these barriers. By exploring unrelated concepts and drawing parallels, participants can generate fresh perspectives and innovative solutions.
• Promoting Divergent Thinking : The original CPS process may sometimes struggle to foster a truly divergent thinking environment where participants feel comfortable expressing unconventional ideas. Synectics creates a safe and non-judgmental space for participants to freely explore and share their thoughts, regardless of how unusual or unconventional they may seem. This encourages a wider range of ideas and increases the potential for breakthrough solutions.
• Enhancing Collaboration : Synectics emphasizes the power of collaboration and the integration of diverse perspectives. It recognizes that innovation often emerges through the interaction of different viewpoints and experiences. By actively engaging participants in collaborative brainstorming sessions and encouraging them to build upon each other’s ideas, Synectics enhances teamwork and collective problem-solving.
• Stimulating Creative Connections : While the original CPS process focuses on logical problem-solving techniques, Synectics introduces the use of analogy and metaphorical thinking. By encouraging participants to find connections between seemingly unrelated concepts, Synectics stimulates creative thinking and opens up new possibilities. This approach helps overcome fixed thinking patterns and encourages participants to explore alternative perspectives and solutions.
• Encouraging Unconventional Solutions : Synectics acknowledges that unconventional ideas can lead to breakthrough solutions. It provides a framework that supports the exploration of unorthodox approaches and encourages participants to think beyond traditional boundaries. By challenging the status quo and embracing innovative thinking, Synectics enables the generation of unique and impactful solutions.

Synectics complements and expands upon the original CPS process by offering additional tools and techniques that specifically address challenges related to mental barriers, divergent thinking, collaboration, creative connections, and unconventional solutions.

It provides a structured approach to enhance creativity and problem-solving in a collaborative setting.

Synetic Sessions

In the Synectics process, individuals or teams engage in structured brainstorming sessions, often referred to as “synectic sessions.”

These sessions encourage participants to think beyond conventional boundaries and explore novel ways of approaching a problem or challenge.

The approach involves creating an open and non-judgmental environment where participants feel free to express their ideas and build upon each other’s contributions.

Synectics incorporates the use of analogies and metaphors to stimulate creative thinking. Participants are encouraged to make connections between unrelated concepts, draw parallels from different domains, and explore alternative perspectives.

This approach helps to break mental barriers, unlock new insights, and generate innovative ideas.

Steps of the Synetics Process

The Synectics process typically involves the following steps:

• Problem Identification : Clearly defining the problem or challenge that needs to be addressed.
• Idea Generation: Engaging in brainstorming sessions to generate a wide range of ideas, including both conventional and unconventional ones.
• Analogy and Metaphor Exploration : Encouraging participants to explore analogies, metaphors, and connections to stimulate new ways of thinking about the problem.
• Idea Development: Refining and developing the most promising ideas generated during the brainstorming process.
• Solution Evaluation : Assessing and evaluating the potential feasibility, effectiveness, and practicality of the developed ideas.
• Implementation Planning : Creating a detailed action plan to implement the chosen solution or ideas.

Synectics has been used in various fields, including business, design, education, and innovation. It is particularly effective when addressing complex problems that require a fresh perspective and the integration of diverse viewpoints.

Example of How Synetics Explores Analogies and Metaphors

Here’s an example of how Synectics utilizes analogy and metaphor exploration to stimulate new ways of thinking about a problem:

Let’s say a team is tasked with improving customer service in a retail store. During a Synectics session, participants may be encouraged to explore analogies and metaphors related to customer service. For example:

• Analogy : The participants might be asked to think of customer service in terms of a restaurant experience. They can draw parallels between the interactions between waitstaff and customers in a restaurant and the interactions between retail associates and shoppers. By exploring this analogy, participants may uncover insights and ideas for enhancing the customer experience in the retail store, such as personalized attention, prompt service, or creating a welcoming ambiance.
• Metaphor : Participants could be prompted to imagine customer service as a journey or a road trip. They can explore how different stages of the journey, such as initial contact, assistance during the shopping process, and follow-up after purchase, can be improved to create a seamless and satisfying experience. This metaphorical exploration may lead to ideas like providing clear signage, offering assistance at every step, or implementing effective post-purchase support.

Through analogy and metaphor exploration, Synectics encourages participants to think beyond the immediate context and draw inspiration from different domains .

By connecting disparate ideas and concepts , new perspectives and innovative solutions can emerge.

These analogies and metaphors serve as creative triggers that unlock fresh insights and generate ideas that may not have been considered within the confines of the original problem statement.

SCAMPER is a creative thinking technique that provides a set of prompts or questions to stimulate idea generation and innovation. It was developed by Bob Eberle and is widely used in problem-solving, product development, and brainstorming sessions.

SCAMPER provides a structured framework for creatively examining and challenging existing ideas, products, or processes.

Recognizing the value of Alex Osterman’s original checklist, Bob Eberle skillfully organized it into meaningful and repeatable categories. This thoughtful refinement by Eberle has made SCAMPER a practical and highly effective tool for expanding possibilities, breaking through creative blocks, and sparking new insights.

By systematically applying each prompt, individuals or teams can generate a wide range of possibilities and discover innovative solutions to problems or opportunities.

What Does SCAMPER Stand For?

Each letter in the word “SCAMPER” represents a different prompt to encourage creative thinking and exploration of ideas.

Here’s what each letter stands for:

• S – Substitute : Consider substituting a component, material, process, or element with something different to generate new ideas.
• C – Combine : Explore possibilities by combining or merging different elements, ideas, or features to create something unique.
• A – Adapt : Identify ways to adapt or modify existing ideas, products, or processes to fit new contexts or purposes.
• M – Modify : Examine how you can modify or change various attributes, characteristics, or aspects of an idea or solution to enhance its functionality or performance.
• P – Put to another use : Explore alternative uses or applications for an existing idea, object, or resource to uncover new possibilities.
• E – Eliminate : Consider what elements, features, or processes can be eliminated or removed to simplify or streamline an idea or solution.
• R – Reverse or Rearrange : Think about reversing or rearranging the order, sequence, or arrangement of components or processes to generate fresh perspectives and uncover innovative solutions.

Example of SCAMPER

Let’s take a simple and relatable challenge of improving the process of making breakfast sandwiches. We can use SCAMPER to generate ideas for enhancing this routine:

• S – Substitute : What can we substitute in the breakfast sandwich-making process? For example, we could substitute the traditional bread with a croissant or a tortilla wrap to add variety.
• C – Combine : How can we combine different ingredients or flavors to create unique breakfast sandwiches? We could combine eggs, bacon, and avocado to create a delicious and satisfying combination.
• A – Adapt: How can we adapt the breakfast sandwich-making process to fit different dietary preferences? We could offer options for gluten-free bread or create a vegan breakfast sandwich using plant-based ingredients.
• M – Modify : How can we modify the cooking method or preparation techniques for the breakfast sandwich? We could experiment with different cooking techniques like grilling or toasting the bread to add a crispy texture.
• P – Put to another use : How can we repurpose breakfast sandwich ingredients for other meals or snacks? We could use the same ingredients to create a breakfast burrito or use the bread to make croutons for a salad.
• E – Eliminate : What unnecessary steps or ingredients can we eliminate to simplify the breakfast sandwich-making process? We could eliminate the need for butter by using a non-stick pan or omit certain condiments to streamline the assembly process.
• R – Reverse or Rearrange : How can we reverse or rearrange the order of ingredients for a unique twist? We could reverse the order of ingredients by placing the cheese on the outside of the sandwich to create a crispy cheese crust.

These are just a few examples of how SCAMPER prompts can spark ideas for improving the breakfast sandwich-making process.

The key is to think creatively and explore possibilities within each prompt to generate innovative solutions to the challenge at hand.

Design Thinking

Design thinking provides a structured framework for creative problem-solving, with an emphasis on human needs and aspirations .

It’s an iterative process that allows for continuous learning , adaptation , and improvement based on user feedback and insights.

Here are some key ways to think about Design Thinking:

• Design thinking is an iterative and human-centered approach to problem-solving and innovation. It’s a methodology that draws inspiration from the design process to address complex challenges and create innovative solutions.
• Design thinking places a strong emphasis on understanding the needs and perspectives of the end-users or customers throughout the problem-solving journey.
• Design thinking is a collaborative and interdisciplinary process . It encourages diverse perspectives and cross-functional collaboration to foster innovation. It can be applied to a wide range of challenges, from product design and service delivery to organizational processes and social issues.

What is the Origin of Design Thinking

The origin of Design Thinking can be traced back to the work of various scholars and practitioners over several decades.

While it has evolved and been influenced by multiple sources, the following key influences are often associated with the development of Design Thinking:

• Herbert A. Simon : In the 1960s, Nobel laureate Herbert A. Simon emphasized the importance of “satisficing” in decision-making and problem-solving. His work focused on the iterative nature of problem-solving and the need for designers to explore various alternatives before arriving at the optimal solution.
• Horst Rittel and Melvin Webber : In the 1970s, Rittel and Webber introduced the concept of “wicked problems,” which are complex and ill-defined challenges that do not have clear solutions. They highlighted the need for a collaborative and iterative approach to tackling these wicked problems, which aligns with the principles of Design Thinking.
• David Kelley and IDEO : Design firm IDEO, co-founded by David Kelley, played a significant role in popularizing Design Thinking. IDEO embraced an interdisciplinary and human-centered approach to design, focusing on empathy, rapid prototyping, and iteration. IDEO’s successful design projects and methodologies have influenced the development and adoption of Design Thinking across various industries.
• Stanford University : Stanford University’s d.school (Hasso Plattner Institute of Design) has been instrumental in advancing Design Thinking. The d.school has developed educational programs and frameworks that emphasize hands-on experiential learning, collaboration, and empathy in problem-solving. It has played a significant role in spreading the principles of Design Thinking globally.

While these influences have contributed to the emergence and development of Design Thinking, it’s important to note that Design Thinking is an evolving and multidisciplinary approach.

It continues to be shaped by practitioners, scholars, and organizations who contribute new ideas and insights to its principles and methodologies.

Key Principles of Design Thinking

Here are key principles of Design Thinking:

• Empathy : Design thinking begins with developing a deep understanding of the needs, emotions, and experiences of the people for whom you are designing solutions. Empathy involves active listening, observation, and engaging with users to gain insights and uncover unmet needs.
• Define the Problem : In this phase, the problem is defined and reframed based on the insights gained through empathy. The focus is on creating a clear problem statement that addresses the users’ needs and aspirations.
• Ideation : The ideation phase involves generating a wide range of ideas without judgment or criticism. It encourages divergent thinking, creativity, and the exploration of various possibilities to solve the defined problem.
• Prototyping : In this phase, ideas are translated into tangible prototypes or representations that can be tested and evaluated. Prototypes can be physical objects, mock-ups, or even digital simulations. The goal is to quickly and cost-effectively bring ideas to life for feedback and iteration.
• Testing and Iteration : Prototypes are tested with end-users to gather feedback, insights, and validation. The feedback received is used to refine and iterate the design, making improvements based on real-world observations and user input.
• Implementation : Once the design has been refined and validated through testing, it is implemented and brought to life. This phase involves planning for execution, scaling up, and integrating the solution into the intended context.

Where to Go for More on Design Thinking

There are numerous resources available to learn more about design thinking. Here are three highly regarded resources that can provide a solid foundation and deeper understanding of the subject:

• “Design Thinking: Understanding How Designers Think and Work” (Book) – Nigel Cross: This book offers a comprehensive overview of design thinking, exploring its history, principles, and methodologies. Nigel Cross, a renowned design researcher, delves into the mindset and processes of designers, providing insights into their approaches to problem-solving and creativity.
• IDEO U : IDEO U is an online learning platform created by IDEO, a leading design and innovation firm. IDEO U offers a range of courses and resources focused on design thinking and innovation. Their courses provide practical guidance, case studies, and interactive exercises to deepen your understanding and application of design thinking principles.
• Stanford d.school Virtual Crash Course : The Stanford d.school offers a free Virtual Crash Course in design thinking. This online resource provides an introduction to the principles and process of design thinking through a series of videos and activities. It covers topics such as empathy, ideation, prototyping, and testing. The Virtual Crash Course is a great starting point for beginners and offers hands-on learning experiences.

These resources offer diverse perspectives and practical insights into design thinking, equipping learners with the knowledge and tools to apply design thinking principles to their own projects and challenges.

Additionally, exploring case studies and real-life examples of design thinking applications in various industries can further enhance your understanding of its effectiveness and potential impact.

Dr. John Martin on “Psychological” vs. “Procedural” Approach

Dr. John Martin of the Open University in the UK offers an insightful perspective on how various Creative Problem Solving and Brainstorming techniques differ.

In his notes for the Creative Management module of their MBA Course in 1997, he states:

“In practice, different schools of creativity training borrow from one another. The more elaborate forms of creative problem-solving, such as the Buffalo CPS method (basically brainstorming), incorporate quite a number of features found in Synectics.

However there is still a discernible split between the ‘psychological’ approaches such as Synectics that emphasize metaphor, imagery, emotion, energy etc. and ‘procedural’ approaches that concentrate on private listings, round robins etc.. Of course practitioners can combine these techniques, but there is often a discernible bias towards one or other end of the spectrum”

Brainstorming was the original Creative Problem-solving Technique, developed in the 1930s by Alex Osborn (the O of the advertising agency BBDO) and further developed by Professor Sidney Parnes of the Buffalo Institute.

The Osborn-Parnes model is the most widely practised form of brainstorming, though the word has become a generic term for any attempt to generate new ideas in an environment of suspending judgement. It may include elements of other techniques, such as de Bono’s Lateral Thinking.”

Creative Problem Solving vs. Brainstorming vs. Lateral Thinking

Creative Problem Solving, brainstorming, and lateral thinking are distinct approaches to generating ideas and solving problems. Here’s a summary of their differences:

Creative Problem Solving:

• Involves a systematic approach to problem-solving, typically following stages such as problem identification, idea generation, solution development, and implementation planning.
• Focuses on understanding the problem deeply, analyzing data, and generating a wide range of potential solutions.
• Encourages both convergent thinking (evaluating and selecting the best ideas) and divergent thinking (generating multiple ideas).
• Incorporates structured techniques and frameworks to guide the problem-solving process, such as the Osborn-Parnes model.

Brainstorming:

• A specific technique within Creative Problem Solving, developed by Alex Osborn, which aims to generate a large quantity of ideas in a short amount of time.
• Involves a group of individuals openly sharing ideas without judgment or criticism.
• Emphasizes quantity over quality, encouraging participants to build upon each other’s ideas and think creatively.
• Typically involves following guidelines, such as deferring judgment, encouraging wild ideas, and combining and improving upon suggestions.

Lateral Thinking (Edward de Bono’s Lateral Thinking):

• Introduced by Edward de Bono, lateral thinking is a deliberate and structured approach to thinking differently and generating innovative ideas.
• Involves deliberately challenging traditional thinking patterns and assumptions to arrive at unconventional solutions.
• Encourages the use of techniques like random stimulation, provocative statements, and deliberate provocation to shift perspectives and break fixed thought patterns.
• Focuses on generating out-of-the-box ideas that may not arise through traditional problem-solving methods.

While there can be overlaps and combinations of these approaches in practice, each approach has its distinct emphasis and techniques.

Creative Problem Solving provides a structured framework for problem-solving, brainstorming emphasizes idea generation within a group setting, and lateral thinking promotes thinking outside the box to arrive at unconventional solutions.

Creative Problem Solving Empowers You to Change Your World

The Creative Problem Solving process is a valuable framework that enables individuals and teams to approach complex problems with a structured and creative mindset.

By following the stages of clarifying the problem, generating ideas, developing solutions, implementing the chosen solution, and evaluating the outcomes, the process guides participants through a systematic and iterative journey of problem-solving.

Throughout this deep dive, we’ve explored the essence of Creative Problem Solving, its key stages, and variations. We’ve seen how different methodologies, such as Osborn-Parnes Creative Problem Solving, FourSight Thinking Profiles, Basadur’s Innovative Process, Synectics, SCAMPER, and Design Thinking, offer unique perspectives and techniques to enhance the creative problem-solving experience.

By embracing these frameworks and techniques, individuals and teams can tap into their creative potential , break free from conventional thinking patterns, and unlock innovative solutions.

Creative Problem Solving empowers us to approach challenges with curiosity, open-mindedness, and a collaborative spirit , fostering a culture of innovation and continuous improvement.

Remember, creative problem solving is a skill that can be developed and honed over time. By adopting a flexible and adaptable mindset , embracing diverse perspectives, and applying various creativity tools, we can navigate the complexities of problem-solving and uncover solutions that drive positive change.

Let’s enjoy our creative problem-solving journey by embracing the unknown and transforming challenges into opportunities for growth and innovation.

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Table of Contents

What is creative problem-solving?

An introduction to creative problem-solving.

Creative problem-solving is an essential skill that goes beyond basic brainstorming . It entails a holistic approach to challenges, melding logical processes with imaginative techniques to conceive innovative solutions. As our world becomes increasingly complex and interconnected, the ability to think creatively and solve problems with fresh perspectives becomes invaluable for individuals, businesses, and communities alike.

Importance of divergent and convergent thinking

At the heart of creative problem-solving lies the balance between divergent and convergent thinking. Divergent thinking encourages free-flowing, unrestricted ideation, leading to a plethora of potential solutions. Convergent thinking, on the other hand, is about narrowing down those options to find the most viable solution. This dual approach ensures both breadth and depth in the problem-solving process.

Emphasis on collaboration and diverse perspectives

No single perspective has a monopoly on insight. Collaborating with individuals from different backgrounds, experiences, and areas of expertise offers a richer tapestry of ideas. Embracing diverse perspectives not only broadens the pool of solutions but also ensures more holistic and well-rounded outcomes.

Nurturing a risk-taking and experimental mindset

The fear of failure can be the most significant barrier to any undertaking. It's essential to foster an environment where risk-taking and experimentation are celebrated. This involves viewing failures not as setbacks but as invaluable learning experiences that pave the way for eventual success.

The role of intuition and lateral thinking

Sometimes, the path to a solution is not linear. Lateral thinking and intuition allow for making connections between seemingly unrelated elements. These 'eureka' moments often lead to breakthrough solutions that conventional methods might overlook.

Stages of the creative problem-solving process

The creative problem-solving process is typically broken down into several stages. Each stage plays a crucial role in understanding, addressing, and resolving challenges in innovative ways.

Clarifying: Understanding the real problem or challenge

Before diving into solutions, one must first understand the problem at its core. This involves asking probing questions, gathering data, and viewing the challenge from various angles. A clear comprehension of the problem ensures that effort and resources are channeled correctly.

Ideating: Generating diverse and multiple solutions

Once the problem is clarified, the focus shifts to generating as many solutions as possible. This stage champions quantity over quality, as the aim is to explore the breadth of possibilities without immediately passing judgment.

Developing: Refining and honing promising solutions

With a list of potential solutions in hand, it's time to refine and develop the most promising ones. This involves evaluating each idea's feasibility, potential impact, and any associated risks, then enhancing or combining solutions to maximize effectiveness.

Implementing: Acting on the best solutions

Once a solution has been honed, it's time to put it into action. This involves planning, allocating resources, and monitoring the results to ensure the solution is effectively addressing the problem.

Techniques for creative problem-solving

Solving complex problems in a fresh way can be a daunting task to start on. Here are a few techniques that can help kickstart the process:

Brainstorming

Brainstorming is a widely-used technique that involves generating as many ideas as possible within a set timeframe. Variants like brainwriting (where ideas are written down rather than spoken) and reverse brainstorming (thinking of ways to cause the problem) can offer fresh perspectives and ensure broader participation.

Mind mapping

Mind mapping is a visual tool that helps structure information, making connections between disparate pieces of data. It is particularly useful in organizing thoughts, visualizing relationships, and ensuring a comprehensive approach to a problem.

SCAMPER technique

SCAMPER stands for Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse. This technique prompts individuals to look at existing products, services, or processes in new ways, leading to innovative solutions.

Benefits of creative problem-solving

Creative problem-solving offers numerous benefits, both at the individual and organizational levels. Some of the most prominent advantages include:

Finding novel solutions to old problems

Traditional problems that have resisted conventional solutions often succumb to creative approaches. By looking at challenges from fresh angles and blending different techniques, we can unlock novel solutions previously deemed impossible.

Enhanced adaptability in changing environments

In our rapidly evolving world, the ability to adapt is critical. Creative problem-solving equips individuals and organizations with the agility to pivot and adapt to changing circumstances, ensuring resilience and longevity.

Building collaborative and innovative teams

Teams that embrace creative problem-solving tend to be more collaborative and innovative. They value diversity of thought, are open to experimentation, and are more likely to challenge the status quo, leading to groundbreaking results.

Fostering a culture of continuous learning and improvement

Creative problem-solving is not just about finding solutions; it's also about continuous learning and improvement. By encouraging an environment of curiosity and exploration, organizations can ensure that they are always at the cutting edge, ready to tackle future challenges head-on.

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Creative problem solving: basics, techniques, activities

Why is creative problem solving so important.

Problem-solving is a part of almost every person's daily life at home and in the workplace. Creative problem solving helps us understand our environment, identify the things we want or need to change, and find a solution to improve the environment's performance.

Creative problem solving is essential for individuals and organizations because it helps us control what's happening in our environment.

Humans have learned to observe the environment and identify risks that may lead to specific outcomes in the future. Anticipating is helpful not only for fixing broken things but also for influencing the performance of items.

Creative problem solving is not just about fixing broken things; it's about innovating and creating something new. Observing and analyzing the environment, we identify opportunities for new ideas that will improve our environment in the future.

The 7-step creative problem-solving process

The creative problem-solving process usually consists of seven steps.

1. Define the problem.

The very first step in the CPS process is understanding the problem itself. You may think that it's the most natural step, but sometimes what we consider a problem is not a problem. We are very often mistaken about the real issue and misunderstood them. You need to analyze the situation. Otherwise, the wrong question will bring your CPS process in the wrong direction. Take the time to understand the problem and clear up any doubts or confusion.

2. Research the problem.

Once you identify the problem, you need to gather all possible data to find the best workable solution. Use various data sources for research. Start with collecting data from search engines, but don't forget about traditional sources like libraries. You can also ask your friends or colleagues who can share additional thoughts on your issue. Asking questions on forums is a good option, too.

3. Make challenge questions.

After you've researched the problem and collected all the necessary details about it, formulate challenge questions. They should encourage you to generate ideas and be short and focused only on one issue. You may start your challenge questions with "How might I…?" or "In what way could I…?" Then try to answer them.

4. Generate ideas.

Now you are ready to brainstorm ideas. Here it is the stage where the creativity starts. You must note each idea you brainstorm, even if it seems crazy, not inefficient from your first point of view. You can fix your thoughts on a sheet of paper or use any up-to-date tools developed for these needs.

5. Test and review the ideas.

Then you need to evaluate your ideas and choose the one you believe is the perfect solution. Think whether the possible solutions are workable and implementing them will solve the problem. If the result doesn't fix the issue, test the next idea. Repeat your tests until the best solution is found.

6. Create an action plan.

Once you've found the perfect solution, you need to work out the implementation steps. Think about what you need to implement the solution and how it will take.

7. Implement the plan.

Now it's time to implement your solution and resolve the issue.

Top 5 Easy creative thinking techniques to use at work

1. brainstorming.

Brainstorming is one of the most glaring CPS techniques, and it's beneficial. You can practice it in a group or individually.

Define the problem you need to resolve and take notes of every idea you generate. Don't judge your thoughts, even if you think they are strange. After you create a list of ideas, let your colleagues vote for the best idea.

2. Drawing techniques

It's very convenient to visualize concepts and ideas by drawing techniques such as mind mapping or creating concept maps. They are used for organizing thoughts and building connections between ideas. These techniques have a lot in common, but still, they have some differences.

When starting a mind map, you need to put the key concept in the center and add new connections. You can discover as many joints as you can.

Concept maps represent the structure of knowledge stored in our minds about a particular topic. One of the key characteristics of a concept map is its hierarchical structure, which means placing specific concepts under more general ones.

3. SWOT Analysis

The SWOT technique is used during the strategic planning stage before the actual brainstorming of ideas. It helps you identify strengths, weaknesses, opportunities, and threats of your project, idea, or business. Once you analyze these characteristics, you are ready to generate possible solutions to your problem.

4. Random words

This technique is one of the simplest to use for generating ideas. It's often applied by people who need to create a new product, for example. You need to prepare a list of random words, expressions, or stories and put them on the desk or board or write them down on a large sheet of paper.

Once you have a list of random words, you should think of associations with them and analyze how they work with the problem. Since our brain is good at making connections, the associations will stimulate brainstorming of new ideas.

5. Storyboarding

This CPS method is popular because it tells a story visually. This technique is based on a step-creation process. Follow this instruction to see the storyboarding process in progress:

• Set a problem and write down the steps you need to reach your goal.
• Put the actions in the right order.
• Make sub-steps for some steps if necessary. This will help you see the process in detail.
• Evaluate your moves and try to identify problems in it. It's necessary for predicting possible negative scenarios.

7 Ways to improve your creative problem-solving skills

1. play brain games.

It's considered that brain games are an excellent way to stimulate human brain function. They develop a lot of thinking skills that are crucial for creative problem-solving.

You can solve puzzles or play math games, for example. These activities will bring you many benefits, including strong logical, critical, and analytical thinking skills.

If you are keen on playing fun math games and solving complicated logic tasks, try LogicLike online.

We created 3500+ puzzles, mathematical games, and brain exercises. Our website and mobile app, developed for adults and kids, help to make pastime more productive just in one place.

2. Practice asking questions

Reasoning stimulates you to generate new ideas and solutions. To make the CPS process more accessible, ask questions about different things. By developing curiosity, you get more information that broadens your background. The more you know about a specific topic, the more solutions you will be able to generate. Make it your useful habit to ask questions. You can research on your own. Alternatively, you can ask someone who is an expert in the field. Anyway, this will help you improve your CPS skills.

3. Challenge yourself with new opportunities

After you've gained a certain level of creativity, you shouldn't stop developing your skills. Try something new, and don't be afraid of challenging yourself with more complicated methods and techniques. Don't use the same tools and solutions for similar problems. Learn from your experience and make another step to move to the next level.

4. Master your expertise

If you want to keep on generating creative ideas, you need to master your skills in the industry you are working in. The better you understand your industry vertical, the more comfortable you identify problems, find connections between them, and create actionable solutions.

Once you are satisfied with your professional life, you shouldn't stop learning new things and get additional knowledge in your field. It's vital if you want to be creative both in professional and daily life. Broaden your background to brainstorm more innovative solutions.

5. Develop persistence

If you understand why you go through this CPS challenge and why you need to come up with a resolution to your problem, you are more motivated to go through the obstacles you face. By doing this, you develop persistence that enables you to move forward toward a goal.

Practice persistence in daily routine or at work. For example, you can minimize the time you need to implement your action plan. Alternatively, some problems require a long-term period to accomplish a goal. That's why you need to follow the steps or try different solutions until you find what works for solving your problem. Don't forget about the reason why you need to find a solution to motivate yourself to be persistent.

6. Improve emotional intelligence

Empathy is a critical element of emotional intelligence. It means that you can view the issues from the perspective of other people. By practicing compassion, you can understand your colleagues that work on the project together with you. Understanding will help you implement the solutions that are beneficial for you and others.

7. Use a thinking strategy

You are mistaken if you think that creative thinking is an unstructured process. Any thinking process is a multi-step procedure, and creative thinking isn't an exclusion. Always follow a particular strategy framework while finding a solution. It will make your thinking activity more efficient and result-oriented.

Develop your logic and mathematical skills. 3500+ fun math problems and brain games with answers and explanations.

6.2 Creative Problem-Solving Process

Portions of the material in this section are based on original work by Geoffrey Graybeal and produced with support from the Rebus Community. The original is freely available under the terms of the CC BY 4.0 license at https://press.rebus.community/media-innovation-and-entrepreneurship/.

Learning Objectives

By the end of this section, you will be able to:

• Describe the five steps in the creative problem-solving process
• Identify and describe common creative problem-solving tools

Creativity can be an important trait of an entrepreneur, as the chapter on Creativity, Innovation, and Invention discussed. In that discussion, we learned about creativity’s role in innovation . Here, we will look in more depth at creativity’s role in problem solving . Let’s first formally define creativity as the development of original ideas to solve an issue. The intent of being an entrepreneur is to break away from practical norms and use imagination to embrace quick and effective solutions to an existing problem, usually outside the corporate environment.

The Steps of the Creative Problem-Solving Process

Training oneself to think like an entrepreneur means learning the steps to evaluating a challenge: clarify, ideate, develop, implement, and evaluate ( Figure 6.9 ).

Step 1: Clarify

To clarify is the critical step of recognizing the existence of a gap between the current state and a desired state. This can also be thought of as having need awareness , which occurs when the entrepreneur notes a gap between societal or customer needs and actual circumstances. Clarifying the problem by speaking with clients and developing a detailed description of the problem brings the specifics of a problem to light. Failure to identify the specifics of a problem leaves the entrepreneur with the impossible task of solving a ghost problem, a problem that is fully unknown or unseen. To establish and maintain credibility, an entrepreneur must clarify the problem by focusing on solving the problem itself, rather than solving a symptom of the problem.

For example, a farm could have polluted water, but it would not be enough to solve the problem only on that farm. Clarifying would involve identifying the source of the pollution to adequately tackle the problem. After gaining an understanding of a problem, the entrepreneur should begin to formulate plans for eliminating the gap. A fishbone diagram , as shown in Figure 6.10 , is a tool that can be used to identify the causes of such a problem.

In the case of our water pollution example, a fishbone diagram exploring the issue might reveal the items shown in Figure 6.11 .

Step 2: Ideate

To ideate is the step of the creative problem-solving process that involves generating and detailing ideas by the entrepreneur. After collecting all information relevant to the problem, the entrepreneur lists as many causes of the problem as possible. This is the step in which the largest variety of ideas are put forth. Each idea must be evaluated for feasibility and cost as a solution to the problem. If a farm does not have clean water, for example, the entrepreneur must list causes of toxic water and eliminate as many of those causes as possible. The entrepreneur must then move forward investigating solutions to bring the water back to a safe state. If, say, nearby livestock are polluting the water, the livestock should be isolated from the water source.

Step 3: Develop

To develop is the step in which the entrepreneur takes the list of ideas generated and tests each solution for feasibility. The entrepreneur must consider the cost of each idea and the obstacles to implementation. In the preceding example, adding a chemical to the water may not be a feasible solution to the farmer. Not every farmer wants additional chloride or fluoride added to the water due to the effect on both humans and livestock. These tradeoffs should be addressed in the feasibility assessment. The farmer might prefer a filtration system, but the cost of that solution might not be practicable. The entrepreneur should identify and assess alternative solutions to find one that is most cost-effective and feasible to the customer.

Step 4: Implement

To implement is the step in which the solution to the problem is tested and evaluated. The entrepreneur walks through the planned implementation with the client and tests each part of the solution, if a service, or thoroughly tests a developed good. The entrepreneur implements the solution and goes through a structured system of follow-up to ensure the solution remains effective and viable. In the water example, the solution would be reducing runoff from toxic insecticides by adding prairie strips, buffers of grass, and vegetation along banks of streams.

Step 5: Evaluate

To evaluate is the step in which the final solution is assessed. This is a very important step that entrepreneurs often overlook. Any fallacy in the implementation of the product or service is reassessed, and new solutions are implemented. A continual testing process may be needed to find the final solution. The prairie strips, buffers of grass, and vegetation along banks of streams chosen in the farming water example should then be analyzed and tested to ensure the chosen solution changed the content of the water.

Are You Ready?

Implementing creative problem solving.

Removing waste is a problem, and it can also present an entrepreneurial opportunity. Try to examine ways in which waste products that you usually pay to have hauled away can now generate revenue. Whether it’s recycling aluminum cans or cardboard, or garbage that could be used to feed animals, your task is to come up with solutions to this entrepreneurial-oriented problem.

• Try following the first step of the creative problem-solving process and clearly identify the problem.
• Next, gather data and formulate the challenge.
• Then, explore ideas and come up with solutions.
• Develop a plan of action.
• Finally, note how you would evaluate the effectiveness of your solution.

Using Creativity to Solve Problems

Entrepreneurs are faced with solving many problems as they develop their ideas for filling gaps, whether those opportunities involve establishing a new company or starting a new enterprise within an existing company. Some of these problems include staffing, hiring and managing employees, handling legal compliance, funding, marketing, and paying taxes. Beyond the mundane activities listed, the entrepreneur, or the team that the entrepreneur puts in place, is indispensable in maintaining the ongoing creativity behind the product line or service offered. Innovation and creativity in the business are necessary to expand the product line or develop a groundbreaking service.

It is not necessary for the entrepreneur to feel isolated when it comes to finding creative solutions to a problem. There are societies, tools, and new methods available to spur the creativity of the entrepreneur that will further support the success and expansion of a new enterprise. 14 Learning and using entrepreneurial methods to solve problems alleviates the stress many startup owners feel. The entrepreneur’s creativity will increase using collaborative methodologies . Some entrepreneurial collaborative methodologies include crowdsourcing, brainstorming, storyboarding, conducting quick online surveys to test ideas and concepts, and team creativity activities.

Crowdsourcing

Professor Daren Brabham at the University of Southern California has written books on crowdsourcing and touts its potential in for-profit and not-for-profit business sectors. He defines it simply as “an online, distributed problem-solving and production model.” 15 Crowdsourcing involves teams of amateurs and nonexperts working together to form a solution to a problem. 16 The idea, as cbsnews.com’s Jennifer Alsever has put it, is to “tap into the collective intelligence of the public at large to complete business-related tasks that a company would normally either perform itself or outsource to a third-party provider. Yet free labor is only a narrow part of crowdsourcing's appeal. More importantly, it enables managers to expand the size of their talent pool while also gaining deeper insight into what customers really want. The challenge is to take a cautionary approach to the ‘wisdom of the crowd,’ which can lead to a ‘herd’ mentality.” 17

Link to Learning

Read this article that discusses what crowdsourcing is, how to use it, and its benefits for more information.

This new business prototype, similar to outsourcing, features an enterprise posting a problem online and asking for volunteers to consider the problem and propose solutions. Volunteers earn a reward, such as prize money, promotional materials like a T-shirt, royalties on creative outlets like photos or designs, and in some cases, compensation for their labor. Before proposing the solution, volunteers learn that the solutions become the intellectual property of the startup posting the problem. The solution is then mass produced for profit by the startup that posted the problem. 18 The process evolves into the crowdsourcing process after the enterprise mass produces and profits from the labor of the volunteers and the team. Entrepreneurs should consider that untapped masses have solutions for many issues for which agendas do not yet exist. Crowdsourcing can exploit those agendas and add to the tools used to stimulate personal creativity. This type of innovation is planned and strategically implemented for profit.

For example, Bombardier held a crowdsourced innovation contest to solicit input on the future of train interiors, including seat design and coach class interior. A corporate jury judged the submissions, with the top ten receiving computers or cash prizes. Companies are often constrained, however, by internal rules limiting open source or external idea sourcing, as they could be accused of “stealing” an idea. While crowdsourcing outside of software can be problematic, some products such as MakerBot ’s 3D printers, 3DR’ s drones, and Jibo ’s Social Robot have used developer kits and “makers” to help build a community and stimulate innovation from the outside.

Work It Out

A crowdsourced potato chip.

In an effort to increase sales among millennials, PepsiCo turned to crowdsourcing to get new flavor ideas for their Lay’s potato chips (called Walker’s in the UK). Their 2012 campaign, “Do Us a Flavor,” was so successful that they received over 14 million submissions. The winner was Cheesy Garlic Bread, which increased their potato chip sales by 8 percent during the first three months after the launch.

• What are some other products that would work well for a crowdsourced campaign contest?
• What items wouldn’t work well?

Amazon ’s Mechanical Turk is an online crowdsourcing platform that allows individuals to post tasks for workers to complete. In many instances, these tasks are compensated, but the payment can be less than one dollar per item completed. Mechanical Turk is one of the largest and most well-known crowdsourcing platforms, but there are a number of other more niche ones as well that would apply to smaller markets. In the case of innovation contests and outsourced tasks from corporations, those tasks may be hosted internally by the corporation.

Brainstorming

Brainstorming is the generation of ideas in an environment free of judgment or dissension with the goal of creating solutions. See Creativity, Innovation, and Invention to refresh yourself on this technique. Brainstorming is meant to stimulate participants into thinking about problem solving in a new way. Using a multifunctional group, meaning participants come from different departments and with different skill sets, gives entrepreneurs and support teams a genuine chance to suggest and actualize ideas. The group works together to refine and prototype potential solutions to a problem.

Brainstorming is a highly researched and often practiced technique for the development of innovative solutions. One of the more successful proponents of brainstorming is the United Nations Children’s Fund (UNICEF) . UNICEF faces unique problems of solving resource problems for mothers and children in underdeveloped nations. See how UNICEF practices brainstorming to solve problems including child survival, gender inclusion, refugee crises, education, and others.

The setting for a brainstorming session should remain as informal and relaxed as possible. The group needs to avoid standard solutions. All ideas are welcome and listed and considered with no censorship and with no regard to administrative restrictions. All team members have an equal voice. The focus of brainstorming is on quantity of ideas rather than on the ideal solution provided in every suggestion. A classic entrepreneurial brainstorming activity, as popularized by business software developer Strategyzer , is known as the “silly cow” exercise. Teams come up with ideas for new business models pertaining to a cow, with the results often outrageous, ranging from sponsored cows to stroking cows for therapeutic release. Participants are asked to identify some aspect of a cow and develop three business models around that concept in a short time period, typically two minutes or fewer. The activity is designed to get creative juices flowing.

Watch this video from ABC’s Nightline that shows how IDEO designed a new shopping cart for an example of a design process that involves brainstorming.

Storyboarding

Storyboarding is the process of presenting an idea in a step-by-step graphic format, as Figure 6.12 shows. This tool is useful when the entrepreneur is attempting to visualize a solution to a problem. The steps to the solution of a problem are sketched and hung in graphic format. Once the original graphic is placed, images of steps working toward a solution are added, subtracted, and rearranged on a continual basis, until the ultimate solution emerges in the ultimate graphic format. For many years, entrepreneurs have used this process to create a pre-visual for various media sequences.

Team Creativity

Team creativity is the process whereby an entrepreneur works with a team to create an unexpected solution for an issue or challenge. Teams progress through the same creative problem-solving process described already: clarify, ideate, develop, implement, and evaluate. The main advantage of team creativity is the collaboration and support members receive from one another. Great teams trust in other team members, have diverse members with diverse points of view, are cohesive, and have chemistry.

Team members should work in a stress-free and relaxing environment. Reinforcement and expansion of ideas in the team environment motivates the team to continually expand horizons toward problem solution. A small idea in a team may spark the imagination of a team member to an original idea. Mark Zuckerberg , cofounder of Facebook , once said, “The most important thing for you as an entrepreneur trying to build something is, you need to build a really good team. And that’s what I spend all my time on.” 19

Entrepreneur In Action

Taaluma totes 20.

Young entrepreneurs Jack DuFour and Alley Heffern began to notice the beautiful fabrics that came from the different countries they visited. The entrepreneurs thought about what could be done with the fabrics to create employment opportunities both in the country from which the fabric originated and in their home base of Virginia. They decided to test producing totes from the fabrics they found and formed Taaluma Totes ( Figure 6.13 ). DuFour and Heffern also wanted to promote the production of these fabrics and help underserved populations in countries where the fabric originated maintain a living or follow a dream.

The team continued to test the process and gathered original fabrics, which they sent to Virginia to create totes. They trained individuals with disabilities in Virginia to manufacture the totes, thus serving populations in the United States. The entrepreneurs then decided to take 20 percent of their profits and make microloans to farmers and small business owners in the countries where the fabric originated to create jobs there. Microloans are small loans, below $50,000, which certain lenders offer to enterprising startups. These startups, for various reasons (they are in poor nations, at poverty level), can’t afford a traditional loan from a major bank. The lenders offer business support to the borrower, which in turn helps the borrower repay the microloan. The microloans from Taaluma are repaid when the borrower is able. Repayments are used to buy more fabric, completing Taaluma’s desire to serve dual populations. If the process proved unsuccessful, the co-owners would revise the process to meet the plan’s requirements.

DuFour and Heffern now have fabrics from dozens of countries from Thailand to Ecuador. The totes are specialized with features to meet individual needs. The product line is innovated regularly and Taaluma Totes serves a dual purpose of employing persons with disabilities in Virginia and creating employment for underserved populations in other countries.

• 14 “Creating a World of Opportunities.” The Collegiate Entrepreneurs’ Organization . n.d. https://www.c-e-o.org/
• 15 Daren C. Brabham. “Crowdsourcing as a Model for Problem Solving: An Introduction and Cases.” Convergence: The International Journal of Research into New Media Technologies 14, no. 1 (2008): 75–90.
• 16 Michael Houlihan and Bonnie Harvey. “How Crowdsourcing Is Shaping the Future of Everything.” Entrepreneur. January 13, 2018. https://www.entrepreneur.com/article/307438
• 17 Jennifer Alsever. “What Is Crowdsourcing?” CBS News . May 1, 2008. https://www.cbsnews.com/news/what-is-crowdsourcing
• 18 Daren C. Brabham. “Crowdsourcing as a Model for Problem Solving: An Introduction and Cases.” Convergence: The International Journal of Research into New Media Technologies 14, no. 1 (2008): 75–90.
• 19 “Three Tips for Entrepreneurs Creating the Perfect Team.” Virgin . n.d. https://www.virgin.com/entrepreneur/three-tips-entrepreneurs-creating-perfect-team
• 20 “Backpacks That Carry a Country.” Taaluma Totes. n.d. https://www.carryacountry.com/pages/about

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• Book title: Entrepreneurship
• Publication date: Jan 16, 2020
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• Book URL: https://openstax.org/books/entrepreneurship/pages/1-introduction
• Section URL: https://openstax.org/books/entrepreneurship/pages/6-2-creative-problem-solving-process

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Creative Process – The 5 Stages

WHAT IS THE FIRST STAGE OF THE CREATIVE PROCESS?

The first stage of the creative process is the preparation phase.

There are actually five stages in the creative process with the first being the Preparation Stage . Some people also refer it to the as the idea generation stage – and it’s all about learning.

Essentially, it’s like mixing the ingredients of a cake, you’re going to mix up the very specifics of your idea or your genre, should we say with the non-specifics, and then combine them with your past experience, and past knowledge. This should all lead to inspiration to create those ideas.

So, if you’re looking at specificity then you’re thinking about art, go to many art galleries, absorb all different kinds of art, music, absorb all kinds of different music advertising campaigns, look at advertising campaigns you’ve seen in the past or new upcoming advertising campaigns. If you’re nonspecific, go and see a wide variety of different things. Immerse yourself in everything and be passionate about being different. Go to the theatre, go to see music concerts, absorb yourself in many things, and then combine them with past experience and past knowledge.

Be curious, Curiosity is king. It’s why children are so imaginative, and they can’t always sit still, because they’re always asking questions, and combine that with play. Don’t take the preparation stage; (this first stage) too seriously play. In fact, put your mind in play mode. In fact, we even see large marketing firms doing just this. They use Lego and Play Dough for their employees to give them the chance to play and really stimulate the creative juices inside their minds.

In fact, we engage in creative thought every time we experience something new. So don’t let the constraints of society constrain your thinking.

Learn as much as you can.

You’ll never become creative by knowing nothing. In fact, some of the most creative people in the world have the most amazing collection of books. When you’re going to learn something – take notes either on your phone or make a voice memo on a dictaphone and make some notes to take your ideas down. In fact, just before you go to bed make some notes of some thoughts you have then get a good night’s sleep and then thing in the morning, take some more notes – you’ll be surprised at how powerful this simple process of idea generation can be. Don’t just learn one thing – learn a lot of things because you don’t know what’s going to stick.

Learn a wide variety of things, learn career things, fun things, useful things, interesting things, things that make you happy, make you sad, make a list of these things, and then apply them to your idea or goal. Learn from experts. In fact, learning from experts is one of the best ways to learn. When someone’s already learned what you want to know and use them as your guide. Mimic them and absorb their knowledge and accelerate your own knowledge by using them (ethically).

Now you don’t have to find an in-person mentor, you can find them on YouTube; you can find them on courses; in fact everybody is a mentor nowadays in some degree or another but at least find one.

And if you find one in person, absolutely incentivize them to go on your journey with you. Incentivize them to help you, support you, and if possible, give back to them. My top tip is to have one mentor per subject only. Nobody’s knowledgeable about everything. Learn as much as you can and only use one mentor per subject.

WHAT IS THE SECOND STAGE OF THE CREATIVE PROCESS?

The second stage of the creative process is the incubation phase.

After the first stage of the creative process – we head into the second stage of the creative process which is the Incubation Stage . After you’ve learned all of the information that you feel like you can absorb – you’re now going to absorb it even greater and process that. I would say for me, as a creative consultant, this is perhaps the most important stage and if we were to keep up with the analogy of baking, this is where you put your bread to one side to let it rise, let it prove or your dish to marinate.

This is going to bring out the quality and the depth of flavors, and the second stage of the creative process – the incubation phase is no different.

Just let it go.

Don’t obsess over your thought or idea. Let it go. Step back. Incubate it. Let it marinate, or ferment or evolve inside of your mind, and the important part of this is – don’t rush it.

If we rush the process or force it, nothing will happen. If you take your bread out too soon, it won’t rise properly and your sauce won’t taste as good if you quickly pour it into the salad.

Be patient. Let your idea settle into the incubation phase by letting it meander and embrace the new direction that it takes inside of your mind. It may take weeks, it may take months, or it may take years before the incubation period is over.

For some people it’s a fast process and others it’s a much slower process. The idea you are incubating also determines the length of incubation required. One of the best ways to accelerate the incubation process is to meditate. Simply close your eyes and enter your meditation with intent. Don’t think about anything specifically. Think about your idea when you’re running or showering or doing something which isn’t taking your whole attention. Your priority here is exercising or having a shower or gardening but definitely not the idea itself. Let the idea incubate in your subconscious and maybe then this little spark will fire up inside your mind.

It’s a great method to allow it to marinate inside of your mind by just taking a shower but go for a shower with some element of intention. Importantly, don’t get frustrated if nothing new evolves, it’s just simply you haven’t given your thought or idea enough time to evolve. Also don’t neglect to revisit stage one of the creative process. The five stages of the creative process are chronological to some extent; In that, they follow creative stages one, two, three, four, and five, but don’t neglect going backward in the creative process too. If you’ve learned new and different things in a different stage or phase of the creative process, use this new knowledge to look at your idea through a different metaphorical lens of from a different angle and this can help your idea evolve or grow inside of your mind.

My top tip, which is not shared a lot, is to incubate your idea in other people’s minds . It sounds a bit devious, but it’s not; share your idea. This idea of collaboration really accelerates your ideas. They don’t have to be an expert on your subject. In fact, it’s better if they’re not an expert on your subject, because it means they can look at your idea in an objective and more creative way because they’re not restricted to a predetermined mould that you may have put inside of your own mind.

WHAT IS THE THIRD STAGE OF THE CREATIVE PROCESS?

The third stage of the creative process is the illumination phase (or insight phase).

Once your idea has marinated, this leads us to stage three of the creative process . This is the Illumination or Insight Phase.

Creativity is something that happens rather than something that we do.

The third stage of the creative process is the shortest and smallest phase, but it’s one of the most important stages of the creative process. 

Much like trying to gain enlightenment, you can’t force your idea or make it happen, but you can nurture it by placing yourself in the right environment as outlined in stage two of the creative process.

Surround yourself with the correct and most beneficial creative stimulus. This is where the ‘aha’ moment happens or sometimes referred to as the light bulb click where the answer to your creative question strikes. It’ll probably happen when you’re doing something not related to your idea such as having a shower, (as suggested incubation phase), but this will give you a thought or a prompt or suggestion to solve that little piece of the puzzle to bring your idea to life.

Entering into an activity (such as taking a shower, gardening or jogging) with an intention allows the subconscious mind ( which is what we’re working on here for this incubation phase ) to really focus its thoughts in the back of your mind.

Don’t do things that take up too much of your attention. For example of you are scrolling through Facebook then you’re more than likely seeing too much and too much information is being absorbed. Instead do something light, such as running, jogging or swimming. Anything else will not give your subconscious mind the chance for it to be illuminated to find that eureka moment.

Equally important, is – don’t look for an idea if it isn’t their.

A phrase I heard which is beautiful, the idea is already sitting there, all you have to do is arrive at it . And once you arrive at it, you’ve arrived at the fourth stage of the creative process.

WHAT IS THE FOURTH STAGE OF THE CREATIVE PROCESS?

The fourth stage of the creative process is the evaluation phase.

The fourth stage of the creative process is the Evaluation Stage . This is where we return to that original idea with new insight and energy and reflect on the initial concept and see if it aligns with your initial vision. This is where we can also undertake market research. In this fourth stage we can also turn to peer groups to evaluate our idea and also ask others who have experience in the specific field we’re thinking about. Equally, have your idea evaluated by people in different fields too. They can all critique your idea objectively.

There’ll be flaws with your final idea. There’ll be some things that are amazing but equally some things that are not so good. There will also be some things that may have already been done before. But this feedback from others is so critical for you and the evolution of your idea.

Some of the most creative people or companies are excellent at this evaluation stage of the creative process. Some are really good at critiquing their ideas objectively and not afraid to discard some which don’t work or don’t meet their requirements or align with their beliefs or future they envisage.

Don’t be afraid to fail.

Discard the ideas that won’t work or meet your requirements and invest your time and effort in those ideas that have more merit or value than the others and then incubate those. Don’t discard all of your ideas 100% just reincubate them and let them marinate again in the back of your mind. Once you’ve critiqued your ideas and evaluated and re-incubated some of your other ideas, this leads us to stage five.

WHAT IS THE FIFTH STAGE OF THE CREATIVE PROCESS?

The fifth stage of the creative process is the verification phase / elaboration phase or execution phase.

And so we arrive at stage five of the creative process . This is known as The Verification, The Elaboration or the Execution Stage. This fifth stage of the creative process is where we can really shape and develop our ideas based on the feedback from our peers, our social group or our friends and our family. It is this fifth stage of the creative process where the hard work happens. This is where we can create a prototype of the physical object, or start drawing up our advertising campaign or fine-tuning our song or novel or architectural design. It is the verification phase, elaboration phase or execution phase in this fifth stage of the creative process where, as an example, we take the bare bones of a piece of music and add production add the vocals.

In fact, Thomas Edison, an American inventor who of course, famously invented the light bulb said, genius is 1% inspiration and 99% perspiration. If this fifth and final stage of the creative process is where this 99% of perspiration takes place. All of the other four stages in the creative process is where the work before the work happens. This fifth stage of the creative process is where all of that hard work comes together, and the real work begins, whether it’s writing a book, getting out there on the mixing desk, working with suppliers, fine-tuning prototypes, or bringing your product or idea to market.

This final stage of the creative process is where you get the colors fine-tuned in your advertising campaign, the straplines correct for your marketing slogan, and more. This is where the hard work begins and the 99% perspiration happens. Is this the fifth stage of the creative process is where we finalize our idea and bring it to life and share it with the world.

IN SUMMARY:

In summary, people often confuse creativity as that ‘aha moment’, that big light bulb going off in the mind, and in turn confuse that as an act. It is not an act. It’s simply a state of being. The act, if we call it that; of creativity cannot be explained per say. As John Cleese says, it’s not a talent, it’s a way of operating. And what you have in these five stages is something of an operating manual. But remember that creativity is something that happens rather than something that we do.

I wish you the best of luck on your creative journey, and if you are looking to hire a creativity or innovation speaker for your next event then please get in touch with Duncan below.

Workplace Empathy – Creating a Culture Of Empathy

Using The Power Of Consensus To Create Effective Influence

Contrast Principle – Influence and Sales Strategies

© 2024 Duncan Stevens and The Influence Association

What Are The Five Stages of the Creative Process?

Creativity is required to a greater or lesser degree in almost all projects. Whether it is writing, designing, or strategizing, creativity is what gives birth to innovation. However, what some people refer to as “Creative thinking” is usually broken down into five distinct stages of creativity. So, what is the creative process? And how does each step lead on from the previous stages?

We’ve broken the stages down into a handy list and also provided an interactive infographic with Canva and ThingLink to jog your memory the next time you need to start any creative journey! Click on the tags to see a full description of each stage.

The Preparation Stage

The first stage of the creative process is the preparation stage. In this stage, you’ll research, gather knowledge, and gather resources. Depending on your own particular area or industry, you might read around your subject, study past masters and best in class examples or attend events and trade shows. You might brainstorm initial ideas or background concepts with colleagues.

Ready to learn more?

Take a look at what else you can create with ThingLink or start creating straight away with a free trial account

The Incubation Stage

After completing the preparation stage, the creative process moves into the incubation stage. Incubation is the crucial second stage where you put all that preparation to the back of your mind, allowing it subconsciously to process ideas and hopefully turn these into a creative solution. It is a stage where you can relax and take breaks from your daily work routine and let your mind wander. Activities like exercising, engaging in hobbies or doing nothing at all can help the mind relax and allow new ideas to form.

The Illumination Stage

This third stage is where an original idea should 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 the hard work begins – or the fun part, depending on your perspective! If you are working in a team, this stage involves collaboration and communication among team members, as well as critical thinking and problem-solving. Effective implementation is where you turn abstract ideas into tangible products or solutions. There might be a further element of brainstorming at this stage.

Applying the five stages of the creative process

In conclusion, understanding the five steps of the creative process can be extremely helpful if you have a creative project to start. It’s one that is used by many creative people to spark ideas and inspiration. We hope it will help with your own creative process – wherever that is needed!

Ideas for More Creative and Interactive Infographics

These blogs provide lots more inspiration for creating interactive infographics like the one above with Canva and ThingLink !

How to Create Interactive Infographics

Create an Interactive Timeline

Best Interactive Infographics

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Psychology Discussion

Creative thinking: 4 stages of creativity thinking.

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Some of the stages of creativity thinking are:   1. Preparation 2. Incubation 3. Illumination 4. Verification!

This is also a controlled thinking in which the creative thinker whether artist, writer or a scientist is trying to create something new. It involves characteristics of both reasoning and imagination. Creative thinking is a process in which the individual generates an original, unusual and productive solution to a problem.

It is defined as personal, imaginative thinking which produces a new, novel and useful solution. Unlike ordinary solution to problems, creative solutions are the new one to the effect that other people have not thought before.

The product of creative thinking may be a new and unique way of conceptualizing the world around us. The emphasis in creative thinking is on the word ‘new’. In human beings we find two kinds of productive abilities – the convergent and divergent abilities.

Convergent abilities are used to bring together otherwise divergent things. Divergent production abilities are those which are not guided by rules or conventions, but capable of generating new solutions to a problem. Divergent production abilities are particularly important in creative thinking.

Creative thinking involves four stages:

1. Preparation:

In this stage the thinker formulates the problem and collects the facts and materials considered necessary for finding new solutions. Many times the problem cannot be solved even after days, weeks or months of concentrated efforts. Failing to solve the problem, the thinker turns away from it initiating next stage.

2. Incubation:

During this period some of the ideas that were interfering with the solution will tend to fade. The overt activity and sometimes even thinking about the problem is absent in this stage. But the unconscious thought process involved in creative thinking is at work during this period.

Apparently the thinker will be busy in other activities like reading literature or playing games, etc. Inspite of these activities the contemplation about finding a solution to problem will be going on in the mind.

3. Illumination:

Following the period of incubation the creative ideas occur suddenly. Consequently the obscure thing becomes clear. This sudden flash of solution is known as illumination and is similar to ‘aha (eureka)’ experience. For example, Archimedes found solution to the crown problem.

4. Verification:

Though the solution is found in illumination stage, it is necessary to verify whether that solution is correct or not. Hence in this last stage evaluation of the solution is done. If the solution is not satisfactory the thinker will go back to creative process from the beginning.

If it is satisfactory, the same will be accepted and if necessary, minor modification may also be made in solution.

Related Articles:

• Process of Creative Thinking: 4 Stages | Thinking | Processes | Psychology
• Convergent and Divergent Thinking: Difference | Thinking | Psychology
• Imagination and Creative Art | Psychology
• Essay on Creativity: Meaning, Nature and Stimulation

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What are the Stages of Creativity?

Let’s explore the various stages of creativity so you can get a firmer idea of its true nature as such a powerful human resource. Graham Wallas was the first to create an overview of a creative process back in 1926. As you can imagine, lots of iterations have emerged since then. Some of these theories describe a creative process of 4, 5 or 6 stages. But essentially, nothing has changed. Solid insights and knowledge do last for a long time.

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In the book The Art of Thought from 1926, Graham Wallas proposed one of the first complete models of the creative process. Wallas described how it consists of the four-stage process of preparation (or saturation), incubation, illumination and verification (or implementation). This 1920s’ theory continues to be highly cited among professional design teams and in scholarly works on creativity.

What happens in the four stages of creativity?

Preparation: 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. You provoke your habitual thinking in order to better understand your design problem, your idea and your design space.

Incubation: 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.

Illumination: This is the third stage. This stage essentially describes the classic “eureka!” or “aha” moment of insight. However, the fact that illumination has an entire stage devoted to it shows that it’s essentially not just a quick moment of insight and helps us understand that it’s something we can—and should—work towards achieving. The third stage is what most people think is a classic characteristic of a creative person, but creativity is a process which even the most seemingly unimaginative people can learn to manage and nurture.

Verification/implementation: At this fourth stage, you build on the “aha” solution. You evaluate, analyze and build on your idea. You then polish it to make sure that it’s both useful and novel. At this stage, you would also often choose to prototype and test your idea in order to find out if it meets the users’ needs which you defined at the preparation stage—and, if so, polish it as needed.

Creativity: Methods to Design Better Products and Services

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4 Stages of Design Thinking

• 08 Feb 2022

Design thinking has changed the way people think about innovation—especially in business. While the concept originated from designers, professionals have adapted the process to solve business problems more effectively.

Here’s what you need to know about the design thinking process and how you can apply it.

Access your free e-book today.

What Is Design Thinking?

Design thinking is an approach to problem-solving and innovation that’s both user-centric and solutions-based—that is, it focuses on finding solutions instead of problems.

For example, if a business is struggling with bad reviews, design thinking would advise it to focus on improving how it treats customer-facing employees (a solution) rather than scrutinizing reviews (the problem).

User-centric solutions require empathy at all stages and must consider how people are impacted. While this may seem obvious, it’s a crucial element that can’t be overlooked in the innovation process.

Four Stages of Design Thinking

There are several models that systematize the design thinking process. In the online course Design Thinking and Innovation , Harvard Business School Dean Srikant Datar leverages a four-stage framework: clarify, ideate, develop, and implement.

The clarification stage involves observing and framing findings. Your observations form the foundation of your design thinking, so it’s important to be unbiased.

First, identify and empathize with your audience. Where are they coming from? What are their common pain points? Why do they need your solution? How will they benefit?

Once your observations are clearly defined, consolidate them and take note of any that stand out. Outliers can help reframe findings into a problem statement or question that guides the design thinking process to the final stage.

Try to focus on the big picture, and don’t be afraid to frame and reframe observations as you glean additional insights. The clarification stage is vital to the entire process’s success.

With your problem statement or question defined, you can use observations to think of potential solutions. Don’t feel limited as you ideate.

There are several ways you can approach this phase:

• Search for similarities in pain points and categorize them.
• Evaluate what resources you have and consider how they can be used to solve the problem.
• Brainstorm ideas that could yield positive results.

Whatever method you choose, remember that all ideas are possible solutions.

The third stage focuses on developing ideas from the ideation phase. This is done through testing possible solutions and noting the successes and failures of each.

At this point, adjustments aren’t only acceptable but recommended. The purpose isn’t to find the final solution but to test, adjust, prototype, and experiment. If something doesn’t work, try an iteration of it or go back a stage or two in the process.

4. Implement

The final stage—implementation—is the culmination of the previous three phases. It’s where you take all your observations, ideas, and developments and implement a solution.

It’s important to note that testing and experimentation don’t abruptly end. You can expect additional iterations and modifications to the solution that entail returning to a previous stage. Continue refining until you find a successful solution and implement it. Once you’ve done that, the design thinking process is complete.

Check out the video about the design thinking process below, and subscribe to our YouTube channel for more explainer content!

The Importance of Design Thinking Across Industries

Design thinking can be applied in any industry to any problem. Whether you work in manufacturing or finance, you can utilize design thinking to address pain points.

For example, if you work for a finance company struggling with employee engagement—a common problem with the rise in remote work—you could benefit from an unconventional approach to problem-solving . Your leadership and human resources teams could use design thinking to come up with ways to increase employee satisfaction, such as offering more benefits or mental health-focused programs.

Design thinking can seem like a massive undertaking, but it’s an accessible and adaptable method for all professionals who recognize the value of user-centric, solutions-based innovation.

Design Thinking as a Tool

Design thinking is a valuable addition to your professional toolbox. Through its four stages, it teaches how to assess situations with an unbiased view, ideate without assumptions, and continually experiment, test, and reiterate for better results.

Are you interested in learning more about design thinking? Explore our online course Design Thinking and Innovation to discover how to use design thinking principles and innovative problem-solving tools to help you and your business succeed.

About the Author

Pearce Center for Professional Communication

Clemson University

The 5-Step Creative Process

When it comes to being creative, whether through art, music, writing or generating ideas, finding yourself in the right mindset can be tricky. There are no hard-and-fast rules for creating— or else whatever it is would probably have already been created. There are, however, five subconscious stages that people follow during the creative process, which can help you organize your time and maximize your ideas. These stages were originally outlined by social psychologist Graham Wallace in his 1926 book The Art of Thought and are largely agreed upon by creatives today.

Stage One: Preparation

The preparation stage is the brainstorming stage. By letting your mind wander and finding inspiration, you can plant the seeds for your great ideas. Your inspiration can be as specific as looking at work from other artists or writers who you admire or as abstract as simply taking in the world around you. This is where you gather the material to put together your ideas.

Stage Two: Incubation

While it may seem counterproductive at first, the second stage of the creative process is walking away from all of the brainstorming that you have just done. While you take a break from your ideas and do something else, your subconscious continues to mold all of the prepared information into your new idea.

Stage Three: Illumination

This is the stage that everyone likes the most: the “Eureka!” moment. This is the moment where your solution or idea moves from your subconscious to the forefront of your mind. Contrary to many stories we hear, this doesn’t have to be anything dramatic. Your idea may come to you while you are eating breakfast, doing laundry, or even studying for an exam. Suddenly, you know what the next verse of your song should be, how your book should end, or what the solution is to your problem.

Stage Four: Evaluation

After the initial idea has been generated, this stage involves thinking critically about the new idea and weighing it against other solutions. You may seek feedback from peers, conduct marketing research to test the idea, or compare it to the original problem to see if it really works as a solution. After this stage, you will either return to stages one and two if the idea does not hold up or continue ahead with confidence in this idea. Don’t stress though! Not every idea is going to be great, but that doesn’t mean the next one won’t be.

Stage Five: Verification

The final stage of the process is where you bring your idea to fruition. This is where you actually write your story, paint your picture, or create your new invention. You are finally ready to share your new idea with the world.

Written by: Anna Hardymon

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Creative Problem-Solving

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• Gerard J. Puccio 2 ,
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• Pamela A. Szalay 2  

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Life and work in the beginning of the twenty-first century has been described as volatile, uncertain, complex, and ambiguous. In this fast changing, innovation-driven environment, Creative Problem-Solving has been identified as a fundamental skill for success. In contrast to routine problem-solving, with straightforward and repeatable solution paths, today’s problems are described as being complex and wicked. To generate the possibilities that can effectively address complex problems, individuals need to draw on the highest level of human thought – creativity. Creative Problem-Solving explicitly draws on, and promotes, effective creative thinking. The purpose of this entry is to describe and distinguish Creative Problem-Solving from other forms of problems-solving. Moreover, as Creative Problem-Solving is a deliberate creativity methodology, this chapter also provides a description of the more specific thinking skills that are embodied by the higher-order skill of creative thinking and are explicitly called on in Creative Problem-Solving. Complex problems require complex thinking, and Creative Problem-Solving provides a structured process that allows individuals to more easily and efficiently deploy their creative thinking skills.

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Puccio, G.J., Klarman, B., Szalay, P.A. (2022). Creative Problem-Solving. In: Glăveanu, V.P. (eds) The Palgrave Encyclopedia of the Possible. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-90913-0_41

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