The ability to generate novel, original ideas and solutions by making unexpected connections and approaching problems from new perspectives.
The formal study of creativity began in the 1950s with J.P. Guilford's research on divergent thinking. The term gained popularity during the creative revolution in advertising during the 1960s. It was further developed through cognitive psychology research and became a business buzzword in the innovation-focused economy of the 1980s and 1990s.
The concept of 'brainstorming' was actually trademarked by advertising executive Alex Osborn in 1953, though research shows that individual ideation often produces more creative solutions than group sessions. Many creative breakthroughs happen during 'incubation periods' when the conscious mind isn't actively working on the problem.
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