The Four Steps of Creativity
By Chris Dunmire
The previous article, What is Creativity
to You?” focused on embracing
your own definition of creativity rather than looking to secular opinions to
define it for you. You were left with some thought-provoking questions to help
you to understand what motivates you to be creative and to think about the
different ways you (and others) benefit from your creative efforts.
You may also recall a reference that I made to an underlying “process” going
on that we are sometimes unaware of. This is the creative process known as
the Four Steps of Creativity.
I first learned about the Four Steps of Creativity in an art appreciation
class I took in 2002. These steps are used by many artists, creatives, and
problem solvers, either individually or in group settings as a logical framework
to research, develop, and implement their ideas from beginning to end.
The Four Steps of Creativity:
 Start with a question to answer or a problem to solve. (Examples: designing
a logo, writing a story, motivating employees.)
- Preparation
Research: Collect information or data.
- Incubation
Percolation: Milling over collected information.
- Illumination
Light bulb idea: Aha moment.
- Implementation
Actual making, creating: Verification.
After reading through these seemingly common-sense steps, you might be
wondering (like I did) if they must be followed in order, or if they are all
even necessary
in every creative project you do.
The answer: Being aware of the creative process and
making the most of it works to your advantage. Do you have to? No, you can
do whatever you want! But, each step is worthy of consideration and may save
you time, money, and frustration in the long run. And you might even find that
the steps don't always happen in order.
Now I don't want you to think of these steps as a wet blanket on your spontaneous
creative urges. Instead, think of them more as practical planning and preparation
for what you want to accomplish.
There is no set amount of time you have to
spend on each step. Incorporating them into your work can be as simple as
a mental overview you do as you prepare a project at hand. Or, work them over
a period of time as you contemplate an upcoming assignment coming your way
or a personal project you've been putting off for lack of inspiration.
They Work
How do the Four Steps of Creativity help me? Well, in my line of work
as a graphic designer they work wonders. When I have a client request a “solution” to
a design project, I begin by collecting data (research) about the company,
its audience, the design purpose, demographic, and more before I can even
formulate creative options. And believe me, my Aha! moments come at the
strangest times after brainstorming and letting the information percolate on
my mind
for a few days. Some of my better ideas happen while I'm brushing my teeth,
ironing my clothes, or driving to work. I have little scraps of paper all
over the place with the ideas that pop into my head — which I quickly
write down before I forget.
I enjoy the creative process and admit that the best work I do is a result
of making the most of these four steps. Even in my personal projects I keep
the steps in mind. I may not spend a lot of time in the research phase for
the more spontaneous things, but then again, there are times when I find myself
revisiting some steps more than once. And that's perfectly okay!
So, if you are new to the concept of the Four Steps of Creativity, I urge
you to keep them in mind during your next creative venture and see if they
help you. These steps can also be applied to other areas of your life when
you have a question to answer or a problem to solve.
Just so you don't forget, here are the steps again: Preparation,
incubation, illumination, and implementation. An acronym to help you remember
them is P.I.I.I. See, remembering them will be easy as pie!
© Chris Dunmire 2004. All rights reserved.
Creativity Portal hopes you enjoyed this feature, which is copyright © Chris Dunmire and not available for reprint on your Web site, blog, or publication. Please respect the creator's copyright by not duplicating this material elsewhere.
 About the Author | More by Chris Dunmire
Chris Dunmire is an artist, humorist, workshop facilitator, and the driving force behind the Creativity Portal Web site. Chris trained as a creativity coach with Eric Maisel, Ph.D. and inspires people of all ages with her Web sites and printable playbooks — including the world-famous Dollar Bill Origami Money Plant.
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