Defining Creativity the art and science of great ideas

Many people will tell you that creativity is a somewhat obscure concept, indefinable even. This seems a little odd, however, seeing as creativity is all around us. We can find it in both the art we admire in a museum and the newest piece of technology about to change our lives. But creativity also resides in the mundane, everyday things. We all use our creativity, constantly. The reason why creativity is perceived as a concept that is hard to grasp is that we still haven't really figured out what happens in our brain when we invoke it. In fact, we can hardly invoke it on demand. But although it shows up quite randomly, creativity is essential; our entire world is built on it. Defining Creativity comprehensively explains what creativity is, from a biological, psychological and sociocultural standpoint. At the same time, it makes for a concise and inspiring read that brings together everything there is to know about creativity.

Wouter Boon (1975) is an Amsterdam based brand strategist who writes about creativity and teaches Creativity & Research at the Utrecht School of the Arts.