Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.

There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.

There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire route to commercial success, these processes improve the probability that good ideas will be generated and selected and that investment in developing and commercialising those ideas will not be wasted.

the Value of Decision Makers

One of the most crucial aspects of the creativity and innovation process is the need to have direct access to decision makers. Without direct access to decision makers:

a) Motivation decreases. People just will not keep generating good ideas when the last ones were not taken seriously or implemented. Many budding screenwriters fail to complete their screenplays because they know they will lie under their beds for eternity.

b) There is no feedback. Without valuable feedback, the best ideas cannot be selected, developed and commercialised.

c) Without a doubt, reward is one of the biggest motivators. Without a chance for reward, motivation decreases.

d) Access through middlemen