“If everyone understands your idea, you’re too late.” – Unknown
The creative process has been around for as long as humans have, but it’s only been observed scientifically for one hundred years. The Art of Thought by Graham Wallas got it all started in 1926 when he formulated one of the first cohesive models of the creative process. Wallas noted a four-stage process, but a fifth stage (implementation) has been added by modern researchers.
Below you will find definitions and behaviors found in each of the five stages. When I teach this lesson, I encourage clients to look for examples from their own lives, and I match these stages with numerous examples from history.
The Five Stages
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Preparation
- Sources of inspiration
- Researching the problem
- Prepping information and materials
- Gathering resources
Preparation is the cornerstone of the creative process, serving as the foundation upon which ideas can flourish. For instance, when I write historical-based songs, I draw from numerous notes collected over the years and experiences during my travels to museums and historical locations. I immerse myself in research, poring over documentaries and biographies to understand the person or era I am depicting.
For an artist, this might look like meticulously preparing materials, experimenting with colors and specific techniques before creating full masterpieces. By gathering resources—whether it’s books, interviews, or visual materials—creatives can build a rich repository of information that not only informs their work but also ignites the imagination. This preparatory phase helps to transform abstract ideas into tangible projects.
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Incubation
- Take your mind off the problem (do something else)
- The unconscious mind wanders (Einstein called it “combinatory play”)
- Marinating
- Could take minutes, could take years!
- The brain is making connections
Creative thinking doesn’t always look efficient from a productivity standpoint. Incubation is a fascinating phase in the creative process where stepping away from a problem can lead to unexpected breakthroughs. Personally, I often find that taking a walk or engaging in a completely different activity, like dancing or reading, allows my mind to wander and make connections I hadn’t considered before. Incubation can take minutes or years (some students are shocked to learn how long I’ve let song ideas and article ideas sit in my notes).
The key is to trust that the brain is working behind the scenes, forming connections that can transform initial ideas into innovative solutions. By giving ourselves permission to pause and let our thoughts simmer, we often return with renewed clarity and inspiration.
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Illumination
- Eureka moment (Archimedes story)
- Comes out of nowhere
- Showering/walking are common places for insights
- Right brain is working hard!
- Can’t force it!
Illumination, often referred to as the “Eureka moment,” is that exhilarating instant when a solution or idea suddenly clicks into place. A classic example is the story of Archimedes, who famously exclaimed “Eureka!” after discovering the principle of buoyancy while taking a bath. He realized that he could determine the purity of a gold crown by measuring the water displaced, a moment of insight that came seemingly out of nowhere.
Many creatives experience similar flashes of inspiration during mundane activities, like showering or walking, when the mind is free to wander. During these times, areas of the right brain are actively making connections, synthesizing information, and generating insights that often feel spontaneous.
It’s important to remember that illumination cannot be forced; it arrives on its own schedule. Embracing this unpredictability can lead to those transformative moments that redefine our creative endeavors.
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Evaluation
- Critical thinking (left brain starts working hard)!
- Fleshing out the insights from stage 4
- Is the insight useful for others?
- Is the insight a new starting point or does it fill in the gaps?
Evaluation is a crucial stage in the creative process where critical thinking comes into play, engaging components of the left brain to analyze and refine the insights gained during illumination. After that exciting “Eureka moment,” it’s time to flesh out those insights and assess their practicality and relevance.
This involves asking important questions:
- Is the insight useful for others?
- Does it address a specific need or problem?
- Is it the best solution or simply “a solution”?
Additionally, we must consider whether this new idea serves as a fresh starting point for further exploration or simply fills in existing gaps in our understanding. For example, when I write a new song, I critically evaluate my lyrics and melodies to ensure they resonate and convey the intended message. Sometimes I find an “ah-ha” moment from the previous day was a false start and the idea wasn’t as good as I thought.
Historical figures like Thomas Edison exemplified this stage by meticulously testing and refining their inventions, ensuring the ideas were not only innovative but also functional and beneficial to society. (However, this process wasn’t always smooth for Edison, such as when his attempts to secure patents for airplane designs led to dangerous ideas. Stay in your lane Tom!) Despite these setbacks, his commitment to rigorous evaluation ultimately allowed him to transform fleeting insights into impactful inventions. By critically assessing our own ideas, we can similarly refine them into meaningful contributions that resonate with and benefit others.
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Implementation
- Refine the work (sometimes for decades to come)!
- Make a plan and ACT on it
- A lot of people miss the step that takes hard work, focus, and communicating the idea clearly
Implementation is the crucial final stage of the creative process, where ideas become reality. This phase often involves refining the work over years, requiring strong executive functioning skills like planning, organization, and focus. Many overlook the hard work needed to bring ideas to life. This is where a coach, partner, editor, teacher, or even therapist can be invaluable. A coach in particular helps clarify goals and maintain accountability.
The creative process demands significant effort at every stage, from preparation to implementation. Each step requires not only inspiration but also discipline and perseverance. It’s essential to embrace the hard work involved in refining ideas and overcoming challenges. By committing to this rigorous process and recognizing the necessity of focus and support, creatives can navigate the complexities of bringing their visions to life.
Optional Journal Prompts:
Think of the last time you worked hard on a hard project important to you:
- How are you feeling about the project these days?
- Do you remember how you first felt when working on this project? Have there been any changes?
- If you had to do it over, would you take different steps? Why or why not?
- Is this goal still worthwhile to you or have you replaced it with something else?
- What was the biggest surprise you had while working on this creative project?
- Can you see how the five-stage process of creativity was present in your work?
Go Deeper:
For teachers and parents to consider (from the book Living With Intensity):
“Some of the children (in the study) had complex projects that they conjured and described in great detail to seemingly anyone who would listen. Some had persistence and drive around these ideas that just wouldn’t stop, even from a very young age.… Their passions, and perhaps a dose of what Grohman (2006) has called healthy grandiosity, seems to propel these children with the persistence needed for effective development and pursuit of their inventions and plans.”
Using SCAMPER for the creative process:
These creative strategies were initially introduced by Alex Osborn, the pioneer of brainstorming, and later organized by Bob Eberle into the memorable acronym SCAMPER.
- S = Substitute?
- C = Combine?
- A = Adapt?
- M = Magnify? = Modify?
- P = Put to other uses?
- E = Eliminate?
- R = Rearrange? = Reverse?
Isolate the subject you want to explore and apply the SCAMPER checklist of questions to uncover new ideas and insights. Whether you’re considering ways to improve a simple paperclip or seeking strategies for reorganizing your corporation, this approach can spark creativity. As you engage with the SCAMPER prompts, you’ll notice ideas begin to flow almost effortlessly. Ask yourself:
- Can you substitute something?
- Can you combine your subject with something else?
- Can you adapt something to your subject?
- Can you magnify or add to it?
- Can you modify or change it in some fashion?
- Can you put it to some other use?
- Can you eliminate something from it?
- Can you rearrange it?
- What happens when you reverse it?
Posted in Creative Thinking
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