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.

Quality from Quantity

The most sure fire way to produce quality work is to follow the process of prolific production:

a) Simply being prolific increases the probability that quality will emerge. Some of the most well known creative productions have occurred when the creator was at his most prolific.

b) Prolific production engages the mind in the task. This results in the mind identifying problems and subconsciously producing answers. This is called insight. Thus prolific production increases the frequency of insight, also known as Eureka or Aha!

c) Prolific production helps refine methodology, enhance competencies and optimise process, resulting in higher eventual performance.

d) Prolific production requires incremental goals and incremental goals produce more output than a