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The Creative Process
Model
• Creativity does not just happen by itself. It is a cognitive
process that produces new ideas or transforms old ideas
into innovative concepts. Scientist such as Jacques
Hadamard and Henri Poincare studied the creative
process and contributed to the creative process model.
Prof. Amrita Jha | profamritacontent@gmail.com

Model
Immersion
Digestion
Incubation
Illumination
Verification

Model
Immersion: During this step of the creative process
model, an individual becomes curious after encountering
a problem and immerse himself in the problem. Examples
of a problem can include an artistic challenge or an
assignment to arrest declining demand of a product.

• Digestion: Immersion ideas to digestion where one takes
the problem, working it over, and wrestle with it in the
mind. During this process , he may perform research ,
create goals, organize thoughts and brainstorm different
ideas formulate.
• Incubation: While the individual begins to process his
ideas, he begins to synthesize them using his imagination
and begins to constructs a creation. During this step, the
individual does not actively try to find a solution but
continues to null over the idea in the back of his head.

• Illumination: as ideas begin to mature, the invidual has
epiphany regarding how to piece his thoughts together in
a manner that sense.
• Verification: The final step in the creative process model
is when an individual begins the process of transforming
the illumination into a practical solution .For example,
during this step, a painter may began outlining shape on
canvas with charcoal before applying oil paints to the
medium i.e shaping the idea to practical usefulness.

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The Creative Process Model #MBA Marketing

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The Creative Process Model #MBA Marketing