Creative behavior occurs in four steps, each of which leads to the next. Any act of creativity begins with a problem that the behavior is designed to solve. Thus, problem formulation is the stage of creative behavior in which we identify a problem or opportunity that requires a solution that is yet unknown. Given a problem, the solution is rarely directly at hand. Thus, information gathering is the stage when knowledge is sought and possible solutions to a problem incubate in an individual’s mind.

Idea generation is the process of creative behavior in which we develop possible solutions to a problem from relevant information and knowledge. Increasingly, idea generation is collaborative. Finally, it’s time to choose from the ideas we have generated. Thus, idea evaluation is the process of creative behavior in which we evaluate potential solutions to identify the best one. Sometimes the method of choosing can be innovative.