Lesson Overview
The five stages of the Main Creative Sequence provide a structured framework for navigating the complex terrain of creativity. Commencing with Goal Setting, where clear objectives are established, and progressing through Preparation, Incubation, Illumination, and Verification, this model offers a comprehensive approach to problem-solving and innovation. Through real-world examples from diverse domains such as business and the arts, we see how each stage contributes to the development and refinement of creative ideas, ultimately leading to transformative outcomes. By understanding and embracing this integrated model, creators can optimise their creative process and achieve greater success in their endeavours.
The Five Stages of the Main Creative Sequence
What follows is a detailed breakdown of how to order the flow of any creative project according to how successful businesses and individual creators typically do it, and how this has been detailed by scientists. It may be intuitive but it is important to do it thoroughly to optimise the process.
1. Goal Setting
Description:
- Goal setting involves establishing a clear definition of the problem to be solved and an idea of the functional outcome at the end of the process—the value brought to bear on the problem.
- Select a goal that is measurable: establish criteria for measuring progress and success. This helps in tracking the progress and maintaining focus.
- Select a goal that is achievable: ensure that the goal is realistic and attainable. While it should challenge the team, it should still be within reach.
- Select a goal that is relevant: the goal should align with the broader objectives and values of the company. It should be meaningful and have a clear purpose.
- Ideally, make it time-bound: set a deadline for the goal. This creates urgency and helps in prioritising tasks.
Activities:
- Kick-off meeting: gather key stakeholders to discuss the initial idea and the need for a creative solution. This meeting should establish the importance and urgency of the goal.
- Encourage open discussions and generate a wide range of ideas. Use brainstorming to discover goals you may not have considered.
- Narrow the focus: after brainstorming, filter ideas to identify the most promising ones. Prioritise based on feasibility, impact, and alignment with business objectives.
- Draft a goal statement: write down a clear and concise goal statement and ensure it is communicated effectively to all team members.
2. Preparation
Description:
- The preparation stage involves the deliberate and conscious effort to gather information, acquire knowledge, and develop a deep understanding of the problem or domain. This phase is characterised by intense focus, study, and immersion in relevant material.
Activities:
- Conducting thorough research and collecting data.
- Reading literature, studying existing theories, and understanding current solutions.
- Engaging in discussions and collaborative brainstorming to explore the subject matter comprehensively.
Importance:
- Establishes a strong foundation of knowledge and understanding, which is crucial for creative thinking and problem-solving.
- Provides the necessary groundwork that informs and guides subsequent stages of the creative process.
3. Incubation
Description:
- The incubation stage is a period of subconscious processing where the mind continues to work on the problem without active, conscious effort. During this phase, the thinker sets the problem aside and engages in other activities, allowing the subconscious mind to explore and connect ideas.
Activities:
- Taking breaks, engaging in unrelated tasks, relaxing, or even sleeping.
- Allowing the mind to wander and make connections freely without focused effort.
Role of the Subconscious:
- Many insights and breakthroughs occur during this stage when the conscious mind is not actively working on the problem, but the subconscious continues to process it.
- This phase leverages the power of the subconscious to integrate and synthesise information gathered during the preparation stage.
4. Illumination
Description:
- The illumination stage is the moment of insight or the “aha” moment when a creative idea or solution suddenly emerges into conscious awareness. This stage is marked by a sense of clarity and excitement as the pieces of the puzzle come together.
Characteristics:
- Illumination often feels sudden and spontaneous, as if the solution has appeared out of nowhere, although it is the result of subconscious work done during incubation.
Nature of Insights:
- These moments of illumination are characterised by clarity and a strong intuitive sense of correctness, even before formal verification.
- The breakthrough insights are often unexpected and can occur at any time, sometimes during unrelated activities.
5. Verification
Description:
- The verification stage involves critically evaluating, refining, and testing the creative idea or solution. This phase requires logical analysis, experimentation, and validation to ensure that the idea is feasible and effective.
Activities:
- Conducting experiments, gathering feedback, and performing detailed analysis to confirm the validity and applicability of the idea.
- Ensuring that the insight gained during illumination holds up to logical scrutiny through thorough and meticulous verification.
Importance of Rigor:
- Verification is crucial for transforming a creative insight into a legitimate and practical contribution, whether in mathematics or other fields.
- This stage ensures that the creative idea is robust, reliable, and ready for implementation or further development.
Integration and Application
This integrated model emphasises the dynamic interplay between conscious and subconscious efforts across all stages of the creative process. It highlights the importance of a solid foundational understanding (preparation), the power of subconscious processing (incubation),the spontaneity of creative insights (illumination), and the necessity of rigorous validation (verification). This model is versatile and applicable to various domains, from general problem-solving to specialised fields like mathematics, providing a comprehensive framework for fostering and understanding creativity. The integrated five-stage model of creativity can be illustrated through various examples from the world of business and culture, demonstrating how preparation, incubation, illumination, and verification play out in practice.
Business Examples
1. Development of the iPhone by Apple
- Goal Setting: Develop a radically new and useful mobile phone.
- Preparation Apple's team, led by Steve Jobs, conducted extensive research on existing mobile phones, user interfaces, and touch-screen technology. They immersed themselves in understanding user needs and the limitations of current devices.
- Incubation: During this phase, the team took time to brainstorm and explore different concepts without actively focusing on a single solution. They allowed ideas to percolate while they engaged in other projects and daily activities.
- Illumination: The breakthrough moment came when the idea of combining a phone, an iPod, an an internet communicator into one device crystallised. This “aha” moment led to the vision of the iPhone as a revolutionary product.
- Verification: Apple then entered a rigorous phase of development, prototyping, and testing to refine the design and functionality of the iPhone. The final product went through multiple iterations to ensure it met high standards of quality and user experience before its launch in 2007.
2. Airbnb's Business Model
- Goal Setting: Provide a convenient alternative to hotels.
- Preparation: The founders, Brian Chesky and Joe Gebbia, researched the hospitality industry and the concept of short-term rentals. They gathered insights on market gaps and customer pain points related to lodging options.
- Incubation: The founders initially struggled to gain traction and took time off to reflect and pivot their approach. They engaged in other activities and allowed their initial ideas to mature.
- Illumination: The moment of insight came when they realised that their own experience of renting out air mattresses in their apartment could be scaled. They saw the potential of creating a platform where people could list and book unique accommodations worldwide.
- Verification: The idea was tested through a simple website and initial listings, followed by gathering user feedback and iterating the platform. They continuously improved the service based on customer experiences and expanded their offerings, leading to the success of Airbnb.
3. Nike’s “Just Do It” Campaign
- Goal Setting: Produce a strong and direct message through a "a tough, take no prisoners ad campaign."
- Preparation: Nike’s marketing team conducted extensive research on their target audience, competitor advertising, and the cultural trends of the late 1980s. They aimed to create a campaign that would resonate with a broad range of athletes and fitness enthusiasts.
- Incubation: The team took time to brainstorm and reflect on their findings. During this period, they engaged in other activities and allowed their minds to process the information subconsciously.
- Illumination: The breakthrough came when Dan Wieden, co-founder of the advertising agency Wieden+Kennedy, was inspired by the last words of convicted murderer Gary Gilmore, "Let's do it." This phrase was adapted to "Just Do It," capturing the spirit of determination and motivation that Nike wanted to convey.
- Verification: The slogan was tested through focus groups and preliminary advertising materials. Once verified, it was launched as part of a comprehensive advertising campaign in 1988. The “Just Do It” campaign became iconic, significantly boosting Nike’s brand identity and market share.
4. Starbucks’ Brand Reinvention
- Goal Setting: Increase sales by enhancing the coffee house experience.
- Preparation: In the early 2000s, Starbucks faced declining sales and market saturation. The company’s leadership, led by Howard Schultz, conducted a thorough analysis of market trends, customer feedback, and the competitive landscape.
- Incubation: Schultz and his team took time to reflect on the company’s core values and mission. They paused some initiatives and allowed new ideas to percolate while observing emerging trends in the coffee industry and consumer behaviour.
- Illumination: The breakthrough occurred when Schultz realised the need to refocus on the in-store experience and the quality of the coffee. This insight led to the concept of creating a “third place” between home and work, emphasising community and connection.
- Verification: Starbucks implemented changes such as store redesigns, improved coffee brewing methods, and employee training programs. These initiatives were tested in select locations before being rolled out globally. The reinvention strategy successfully revitalised the brand, leading to renewed growth and customer loyalty.
5. Coca-Cola’s “Share a Coke” Campaign
- Goal Setting: Become more socially relevant to the youth demographic.
- Preparation: Coca-Cola’s marketing team studied the declining sales and engagement among younger consumers. They researched personalisation trends and the importance of social sharing in the digital age.
- Incubation: The team allowed time for creative brainstorming and reflection. They explored various ideas for engaging consumers on a personal level without immediately settling on a single concept.
- Illumination: The illumination came when the team decided to replace the iconic Coca-Cola logo on bottles with popular first names. This idea tapped into the trend of personalisation and encouraged consumers to share their experiences on social media.
- Verification: The concept was initially tested in Australia in 2011, where it saw significant success. Following the positive results, the “Share a Coke” campaign was expanded to other markets. It became one of Coca-Cola’s most successful marketing campaigns, increasing sales and brand engagement worldwide.
6. LEGO’s Turnaround Strategy
- Goal Setting: Rethink the strategy of diversification.
- Preparation: In the early 2000s, LEGO faced financial difficulties and declining sales. The company conducted a comprehensive review of its product lines, business operations, and market positioning.
- Incubation: LEGO’s leadership took time to reflect on the core values and strengths of the brand. They paused certain product developments and allowed space for innovative thinking to emerge.
- Illumination: The breakthrough moment came with the realisation that LEGO’s strength lay in its classic brick sets and the creative play they enabled. This insight led to a renewed focus on core products and the introduction of new themes and collaborations.
- Verification: LEGO implemented a rigorous process of product development and market testing. They introduced successful lines such as LEGO Star Wars and LEGO City, along with innovative products like LEGO Mindstorms. The verification process ensured these products met customer expectations and contributed to the brand’s revival.
7. Old Spice’s Rebranding
- Goal Setting: Become relevant again after years of a declining brand image.
- Preparation Old Spice, known for its aftershave products, was seen as an outdated brand. Procter & Gamble (P&G) conducted extensive market research to understand the preferences of younger male consumers and the competitive landscape in the grooming industry.
- Incubation: The team took time to reflect on the brand’s heritage and explore new ways to make it relevant. They brainstormed various creative approaches without rushing into execution.
- Illumination: The illumination came with the idea of rebranding Old Spice through humorous and quirky advertising that appealed to a younger audience. The concept of using former NFL player Isaiah Mustafa in a series of witty and memorable commercials emerged.
- Verification: The new advertising strategy was tested through pilot campaigns and audience feedback. The “Old Spice Guy” commercials were launched in 2010, leading to a dramatic increase in sales and a successful repositioning of the brand in the market.
These examples from business and branding illustrate how the five-stage model of creativity can be effectively applied to generate innovative ideas and solutions that lead to significant success and transformation. Each stage—goal setting, research, incubation, illumination, and verification—plays a crucial role in developing and refining creative concepts that resonate with consumers and drive business growth.
Cultural & Artistic Examples
1. The Creation of Disney’s “Frozen”
- Goal Setting: Disney wanted to write a modern version of "The Snow Queen" by Hans Christian Andersen, one that did "something different on the definition of true love" according to director Chris Buck.
- Preparation: Disney’s creative team researched various fairy tales and myths to find inspiration for a new animated feature. They studied different storylines, character archetypes, and animation techniques.
- Incubation: The idea for “Frozen” evolved over time as the team explored different plotlines and character developments. They took breaks and allowed the story to mature organically.
- Illumination: The breakthrough came when they decided to focus on the relationship between two sisters, incorporating the theme of love and sacrifice. The idea of Elsa’s character singing “Let It Go” became a pivotal moment that shaped the film’s direction.
- Verification: The team then engaged in extensive storyboarding, animation, and musical composition to bring the film to life. They tested the story through early screenings and made adjustments based on feedback. “Frozen” underwent rigorous editing and refinement before its successful release in 2013.
2. Leonardo da Vinci’s “The Last Supper”
- Goal Setting: Painting commissioned by Ludovico Sforza to decorate an end wall of the dining hall at the monastery of Santa Maria delle Grazie in Milan, Italy.
- Preparation: Leonardo conducted extensive studies on the biblical story of the Last Supper, exploring the themes, characters, and their emotional expressions. He studied anatomy, perspective, and human gestures to enhance his depiction.
- Incubation: During this period, Leonardo allowed his ideas to simmer while engaging in other projects and activities. He would often step back from his work, letting his subconscious process the complex composition and the emotional dynamics of the scene.
- Illumination: The illumination occurred when Leonardo envisioned the dramatic moment when Jesus announces that one of his disciples will betray him. This "aha" moment gave him a clear vision of the composition, expressions, and body language that would convey the intense emotions of the moment.
- Verification: Leonardo then meticulously worked on the mural, constantly refining the details and making adjustments. He experimented with different techniques to achieve the desired effects, ensuring the final painting was both technically masterful and emotionally compelling.
3. Beethoven’s Symphony No. 9
- Goal Setting: The Philharmonic Society of London commissioned Ludwig van Beethoven to write a symphony in 1817, with the key set as D minor and a vocal component requested.
- Preparation: Beethoven immersed himself in the study of previous symphonic works, including his own earlier compositions and those of other composers. He also studied Friedrich Schiller’s “Ode to Joy,” which he planned to set to music.
- Incubation: Beethoven spent years thinking about how to integrate vocal and instrumental elements in a symphony. He took long walks and allowed his musical ideas to develop in his mind without forcing a solution.
- Illumination: The breakthrough came when Beethoven conceived the idea of using a choral finale to his symphony, incorporating Schiller’s poem. This innovative concept provided the framework for the entire symphony.
- Verification: Beethoven then entered a phase of intense composition, drafting and revising his work. He tested different musical themes and harmonies, refining the symphony until it met his rigorous standards. The final piece, completed in 1824, remains one of the most celebrated works in classical music.
These artistic examples demonstrate how the five-stage model of creativity manifests in the creation of significant works of art. Each stage—goal setting, research, incubation, illumination, and verification—plays a crucial role in transforming initial ideas into enduring masterpieces.
Summary
These examples illustrate how the integrated five-stage model of creativity operates in real-world scenarios, from business innovations to cultural creations. The process of goal setting preparation, incubation, illumination, and verification is evident in each case, highlighting the dynamic and iterative nature of creative endeavours.
