All people are creative and seek outlets for creativity in their lives, and they will participate in a creative process if they are motivated and are provided the tools to do so.

People are increasingly seeking outlets for their creativity. One of the key values of value co-creation is that it satisfies the need for creative activity while addressing the need for social interaction.

The most basic level of creativity is doing, or accomplishing something through productive activity. For some people, washing and folding clean clothes makes them feel creative and they would miss this level of hands-on doing if they became incapacitated.

The next level of creativity, ‘adapting’, is more advanced. The motivation behind adapting is to make something one’s own by changing it in some way. Someone might do this to personalize an object so that it better fits their personality. Or they might adapt a product so that it better fits their functional needs. For example, a person could feel creative in the act of shortening a pair of pants or adding a patch.

The third level of creativity is ‘making’. The motivation behind making is to use one’s hands and mind to make or build something that did not exist before. There is usually some kind of guidance involved such as a pattern, a recipe, or notes that describe what types of materials to use and how to put them together.

The most advanced level of creativity is ‘creating’. The motivation behind creating is to express oneself or to innovate. A person will certainly feel creative in designing and making a one-of-a-kind item.

Creativity Bill of Rights

  1. Everyone is Creative.
  2. All ideas are welcome and deserve hearing.
  3. Creativity is part of every job description.
  4. Premature closure and excessive judgement are cardinal sins.
  5. Creativity is about finding balance between art and discipline.
  6. Creativity involves openness to a wide range of inputs.
  7. Experiments must be encouraged.
  8. Noble failure is honorable, poor implementation or bad choices are not.
  9. Creativity involves mastering a process of continuous change.
  10. Creative results involve a balance of intuition and facts.
  11. Creativity can, and should be managed.
  12. Creative work is not an excuse for chaos, disarray or sloppiness in execution.

John Kao, director of the Idea Factory and author of Jamming, The Art and Discipline of Business Creativity.

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