In simple terms, we can define creativity as the capacity of generating ideas, looking at problems in unique new ways, and seeking out alternatives (Winstanley, 2005.p.54). Creativity is, therefore, all about the generation of ideas and requires one to look at something in different angles. If one focusses on one answer or idea, then it gets in the way of seeing a certain situation in a number of ways. To help one instigate or induce creativity,certain tools can get exploited, such as, lateral thinking and brainstorming. These enable managers as well as other parties to open their minds to many possibilities.
According to Mumford et al. (2008.p.7), creativity’s definition takes into account the concepts of process, product, place, and person. Thus, creativity is the interaction of a person, process, product, place, and environment, where an individual or a group produces perceptible products that are both useful and novel within a social framework (Plucker, 2004). In other words, creativity is the ability and process, where and when, made by who, making what. This shows the comprehensive and complex nature that brings forth creative intelligence and the multi-level considerations inherent in its construct. An example of a real-life management case of the practice of creative intelligence is the use of modern social media platforms to do marketing and create awareness of a company’s product.