Creative process has great importance in advertising same like the other matters of life. It helps us in the creation of new ideas, the ideas which are able to take over a whole market or transformation of old concepts, which have no place in this modern market. Creativity takes the cluttered ideas in a human mind to their ideal combination and finally onto their physical existence through a series of steps of creative process, says the research of Henri Poincare and Jacques Hadamard.
Steps to Creative Process in Entrepreneurship
Creativity steps do not move strictly in a linear fashion, instead, all of them are iterative in nature and in the end, any of them can recall the previous or the next one or even the one next to it. That’s why it’s only natural for a human to change one with another and often ends up messing his thoughts. This five stage process takes the human mind through the steps of preparation, incubation, insight, evaluation and finally through elaboration to link up those mystified corners of the creative thoughts in the form of something new that the world has never seen before.
The first among the steps of the creative process is often observation and making up the mindset relate to the domain on which the person wants to work. It depends on upon that person priorities and his environment in which he lives in. The thoughts recollected in this step are often made to act as the staging place for the rest of the steps, that’s why it is important to understand the conditions under which the one’s body and brand work in an extreme coordination to dig out even the deepest buried ideas related to the objective.
For example, most of the people like to work in a quiet environment while some prefer to work with a sweet and slow music in the background and some are able to concentrate even in the harshest conditions like noise. To understand the idea of relating mindset to the domain, you can think of it as if you are a writer, and then it is very likely that you have gone through the writings of other writers as well. If you belong to musicians’ field, then there is quite a huge possibility that most of the time, you thoughts will be just music that you listen and play all the time. The same goes for an artist who gains inspiration from other artists. That’s how your mind readies itself for that amazing creation that will be shaped because of it.
Incubation is actually the stage of maturing those thoughts and ideas gathered by your mind in the first stage. In this step, the information goes back in your mind where it feeds itself with even more ideas in your sub-consciousness. Among all of the steps of creative process, this process is the one which is totally out of your control. That’s why there’s nothing one can say about the expected time period which the brain needs to mature these ideas. It can take a day, a month, a year or even a decade.
This information then becomes the food for the third step which it is further manipulated. On the way, the brain continues the first step as a side process to continuously check that whether all of the required data has been gathered or not. And if not, then what’s missing!
The step involves the sudden signalization of sub-consciousness to the forebrain to the readymade ideas. This is the stage that makes a person suddenly say “aha!” or “got it!” or it can be anything which shows that person’s excitement whenever he gets a new idea. It happens because it is the brain’s natural ability to let a person work continuously without any interruption while letting the sub-consciousness work at the same time.
Normally, this step is considered to be a sign of a person who is creative or genius or is skillful at solving problems. Since it attracts the attention of the fellow people along with their admirations, so there’s a great chance that the process of preparation will slow down because it makes the person thinks of something that he thinks will get more attention to him, instead of focusing on the objective which he is pursuing. This ultimately leads to the slowing down of the incubation because that step needs the ideas from the first step.
The most important of all the steps of creative process, the evaluation stage is what in you make analyze those linked thoughts and ideas according to the environment and more importantly, to your satisfaction. It is a fact that most of the people, who want to create something new and converting something old into new, often stick at this stage since it requires that person’s reflection and self-criticism.
In other words, he has to compare those solutions which his mind created towards a particular problem with those standards of the outside environment, like whether that solution is going to make it to the world or not or what will happen, if the solution is not successful enough to be implemented in real life. That’s where mind starts collecting further ideas about the possibilities that can originate because of that creation. The ones with clear minds, who try to focus just on their objectives rather than anything else, can easily move through the evaluation process.
Most often, collaboration is the final step for most of the people, on the completion of which they stop working on their idea and so, improvement stops. This step among all the other steps of creative process involves the hard work of the person in the external world rather than the world of fantasies and his mind. According to Edison, creativity is 1% inspiration but rest of the 99%, it is perspiration.
In this step, one has to work on his ideas and thoughts carefully linked by the above all of the steps of creative process by making use of real life materials, so you can say, it’s the practical perspective of the creativity. Giving your idea, the shape of reality, then testing it, spreading the word about it and everything that involves your external strength belongs to collaboration stage.
Even in the final stage, brain continuously makes evaluations according to the difficulties that come in the way, gathers even more ideas that can help improve the product, puts that data to dormancy in incubation stage, then matures it and takes it to insight stage and finally again to the collaboration stage. This is how this process of creating ideas remain continues ever.