We all know that ideas come when we are least expecting them, almost of their own volition.

Some people experience flashes of inspiration, the so-called “Eureka” moment, a single idea that registers in the mind in one moment and forms the basis of a creative solution that really hits the nail on the head.

Others will have a series, or succession of ideas, gradually building towards the best solution.

Yet despite the apparently random nature of creativity, there is an identifiable sequence of events that lead towards a creative result. We have identified 5 key stages in our model of the creative process:

By capturing the creative process in this way, with distinct, manageable phases, we are now in a position to look at ways to optimise this very process, to make it work for us, to be masters rather than slaves of our own creativity.