What is creativity......?

The creative process is the act of making new connections between old ideas or recognizing relationships between concepts. Creative thinking is not about generating something new from a blank slate, but rather about taking what is already present and combining those bits and pieces in a way that has not been done previously.

While being creative isn't easy, nearly all great ideas follow a similar creative process. In 1940, an advertising executive named James Webb Young published a short guide titled, A Technique for Producing Ideas.

Young believed the process of creative connection always occurred in five steps.