The creative process is the act of making new connections between old ideas or recognizing relationships between concepts. Creative thinking is not about generating something new from a blank slate, but rather about taking what is already present and combining those bits and pieces in a way that has not been done previously.
While being creative isn't easy, nearly all great ideas follow a similar creative process. In 1940, an advertising executive named James Webb Young published a short guide titled, A Technique for Producing Ideas.
Young believed the process of creative connection always occurred in five steps.
The Creative Process
- Gather new material. At first, you learn. During this stage you focus on 1) learning specific material directly related to your task and 2) learning general material by becoming fascinated with a wide range of concepts.
- Thoroughly work over the materials in your mind. During this stage, you examine what you have learned by looking at the facts from different angles and experimenting with fitting various ideas together.
- Step away from the problem. Next, you put the problem completely out of your mind and go do something else that excites you and energizes you.
- Let your idea return to you. At some point, but only after you have stopped thinking about it, your idea will come back to you with a flash of insight and renewed energy.
- Shape and develop your idea based on feedback. For any idea to succeed, you must release it out into the world, submit it to criticism, and adapt it as needed.
Is There Such a Thing as ‘Naturally Creative'?
While we often think of creativity as an event or as a natural skill that some people have and some don't, research actually suggests that both creativity and non-creativity are learned.
According to psychology professor Barbara Kerr, “approximately 22 percent of the variance [in creativity] is due to the influence of genes.” This discovery was made by studying the differences in creative thinking between sets of twins.
All of this to say, claiming that “I'm just not the creative type” is a pretty weak excuse for avoiding creative thinking. Certainly, some people are primed to be more creative than others. However, nearly every person is born with some level of creative skill and the majority of our creative thinking abilities are trainable.
3 Lessons on Creativity from Famous Creators
- The 15-Minute Routine Anthony Trollope Used to Write 40+ Books: Beginning with his first novel in 1847, Anthony Trollope wrote at an incredible pace. Over the next 38 years, he published 47 novels, 18 works of non-fiction, 12 short stories, 2 plays, and an assortment of articles and letters. Let’s break down why Trollope's simple strategy allowed the author to be so productive and how we can use it in our own lives.
- The Weird Strategy Dr. Seuss Used to Create His Greatest Work: In 1960, the founder of Random House publishing firm challenged Dr. Seuss to write an entertaining children’s book using only 50 different words. The result was a little book called Green Eggs and Ham. Here's what we can learn from Dr. Seuss…
- How Creative Geniuses Come Up With Great Ideas: Best-selling author Markus Zusak estimated that he rewrote the first part of his popular book “The Book Thief” 150 to 200 times. His work ethic and dedication tell us something crucial about how creative geniuses come up with great ideas.
How to Be Creative
Step 1: Give yourself permission to create junk
In any creative endeavor, you have to give yourself permission to create junk. There is no way around it. Sometimes you have to write 4 terrible pages just to discover that you wrote one good sentence in the second paragraph of the third page.
Creating something useful and compelling is like being a gold miner. You have to sift through pounds of dirt and rock and silt just to find a speck of gold in the middle of it all. Bits and pieces of genius will find their way to you, if you give yourself permission to let the muse flow.
Step 2: Create on a schedule
No single act will uncover more creative genius than forcing yourself to create consistently. Practicing your craft over and over is the only way to become decent at it. The person who sits around theorizing about what a best-selling book looks like will never write it. Meanwhile, the writer who shows up every day and puts their butt in the chair and their hands on the keyboard — they are learning how to do the work.
If you want to do your best creative work, then don't leave it up to choice. Don't wake up in the morning and think, “I hope I feel inspired to create something today.” You need to take the decision-making out of it. Set a schedule for your work. Genius arrives when you show up enough times to get the average ideas out of the way.
Step 3: Finish something
Finish something. Anything. Stop researching, planning, and preparing to do the work and just do the work. It doesn't matter how good or how bad it is. You don't need to set the world on fire with your first try. You just need to prove to yourself that you have what it takes to produce something.
There are no artists, athletes, entrepreneurs, or scientists who became great by half-finishing their work. Stop debating what you should make and just make something.
How to Find Your Creative Genius
Finding your creative genius is easy: do the work, finish something, get feedback, find ways to improve, show up again tomorrow. Repeat for ten years. Or twenty. Or thirty.
Inspiration only reveals itself after perspiration.