ABSTRACT
Many of us are well acquainted with the term creativity, yet have difficulty in precisely defining it. Often, creativity is defined by a behaviour, which is to take something ordinary and improve it by putting your own unique twist on it. For our purposes, we define creativity as the ability to produce new ideas, solutions to problems, and external expressions (Zhou and Shalley 2011). As regards the organisational context, creativity refers to the ability to think outside of the box in order to bring the company success. In other words, an employee’s creativity manifests in the ability to solve problems in both an efficient and novel manner (Amabile 2012). Both factors are necessary to produce a creative response, for instance if the idea was useful and correct but not novel, it is not inherently creative because it lacks originality. Vice versa, if the idea was novel, but not useful, it would not be considered creative.
