Understanding the concept of Creativity Common myths about creativity, theories and models.pptx

1. Understanding the
Concept of Creativity:
Common Myths about
Creativity, Theories and
Models

2. What is Creativity?
Creativity is the creation of new
ideas that is important but also the
translation of these ideas into
realizable products and services.

3. New Idea About?
• a product
• a service
• a theory
• solution of a problem

4. Basic Component of the Creativity
• Novelty (or original, unique, or unusual)
• Usefulness (or have value, or fit, or be appropriate)
• Social context or environment

5. Explanation of Basic Components
• Novelty: The idea or product must be original, rare, or statistically
infrequent.
• Usefulness or appropriate: The idea or product must have value to either
meet a need or be the solution of the problem.
• Social context or environment: The novelty or usefulness of idea or
product is established by the surrounding social context. Therefore, the
degree of creativity is dictated by the environment.

6. Definition of Creativity
Creativity is “the interaction among aptitude, process, and
environment by which an individual or group produced a
perceptible product or idea that is both novel and useful as
defined within a social context”

7. Common Myths about Creativity
1. The smarter you are, the more creative you are.
2. Creativity exists outside of time and circumstance.
3. Creative people are high rollers.
4. The creative act is essentially effortless.
5. Creativity derives only from eccentric personalities.
6. Creativity exists in the arts.
7. Coming up with new ideas is the most difficult part of creativity.
8. Creative output is always good.

8. Theories and Models of
Creativity

9. Wallas’(1926) Four-stage Model of the Creative
Process
Preparation
Pre-Design Stage
Opening the mind
Finding Problem
Collecting Data
Incubation
Seeking possibilities
Generating Ideas
Ambiguity & Flexibility
Letting Come
Illumination
Moment of Clarity
State of Flow
Presenting
Crystallizing
Verification
Testing Outcome
Implementation
Reflecting to Learn
Letting Go

10. Basadur et al (1982) Complete Process of Creative Problem
Solving

11. Amabile (1983) Five-Stage Componential Model

12. Amabile (1996) Componential Model of
Creativity

13. References
• Dawson, P., Andriopoulos, C., Andriopoulos, C. (2021). Managing Change,
Creativity and Innovation. United Kingdom: SAGE Publications.
• Plucker, J. A. (2021). Creativity and innovation: Theory, research, and
practice. Routledge.
• Szczepańska-Woszczyna, K. (2020). Management Theory, Innovation, and
Organisation: A Model of Managerial Competencies. United States: Taylor
& Francis.
• Zhang, Y., Bohemia, E., & McCardle, J. (2018). Insights on how
metacognition influences knowledge application in product design
education. In DS 92: Proceedings of the DESIGN 2018 15th International
Design Conference (pp. 2541-2552).

14. THANK YOU