Creativity is not producing ideas. It is noticing them

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The Last Word: Creativity is not the ability to summon ideas out of nowhere, but to recognise a real possibility before it becomes obvious. We tend to imagine creativity as an act of production: a blank page is filled, a concept appears on a whiteboard. Or someone in a meeting says something that nobody else [...] Creativity is not producing ideas. It is noticing them was originally published on Emerging Europe .