ABSTRACT
This chapter examines the importance of creativity in generating new business ideas. Creativity is one of the most misunderstood topics in our society. Sir Ken Robinson proclaims that creative capacities are the greatest resource available to an organization, but in order to maximize that potential people must first understand the real nature of creativity. Creativity is a tricky concept to understand. R. Sawyer has observed that “creativity rarely comes in a sudden burst of insight. Children are portrayed as being the most creative creatures on the planet, and it’s thought that schools and society squash their creativity over time. According to Sawyer, “One of our most stubborn creativity myths is that unrecognized genius is quite common.” Creativity was no longer seen as the process of a lone individual, but rather a socially constructed phenomenon. Divergent thinking, also known as ideation, is perhaps the least developed thinking skill in business, but one that is critical to creativity.
