ABSTRACT
This chapter presents 'genius view' and describes a number of issues like insight, motivation and personality. Precise measurement of the environment attributes of human creativity is unlikely. Creativity, ideas and innovation are intimately linked and vital for changes in organisations. Creativity in organisations is highly modulated because of the perception that ideas are a threat. The characteristics of the product have been used in definitions of creativity. Many definitions of creativity use a process approach, although the proposed processes have varied widely. Insight is rapid as far as the processes underlying creativity are concerned, but insight itself may not be as quick as some have suggested. Many approaches view creativity in the context of other topics such as cognitive style, imagination, motivation, intelligence, conformity, intellect, inheritance, gender, personality, selection, persuasion and mental disease. The characteristics of the product have been used in definitions of creativity.
