Creativity is an important individual difference variable that exists in everyone. Creativity is the ability of an individual to generate new ideas or to conceive of new perspectives on existing ideas.
Hence, creativity can play a role in how a problem or decision situation is defined, what alternatives are identified, and how each is evaluated. Creativity can also enable a manager to identify a new way of looking at things.
Although creative people often report that ideas seem to come to them “in a flash,” individual creative activity actually tends to progress through a series of stages. Not all creative activity has to follow these four stages, but much of it does.
Managers who wish to enhance and promote creativity in their organizations can do so in a variety of ways. Managers can enhance or reduce creativity in their organizations through various means.
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