Our definitions

Creativity, or creative thinking, is the capacity to visualise and to connect knowledge into new ideas or concepts, guided by ethical principles to achieve optimal outcomes for all.

Innovation is a practical outcome of creativity.

Creative process consists of three stages that work in unity and undergo conscious and unconscious revisions:

  • Observation: Gathering information and forming mental images, which serve as the medium of creative thinking.
  • Connection: Selecting and integrating mental images into new ideas or concepts.
  • Implementation: Putting ideas into practice.

Creativity education is education that enables students to acquire the capacity for creative thinking, thereby enabling them to solve problems by generating innovative outcomes.

Creativity is not just art. It manifests across all areas of human life.

Creativity is not a by-product of increased intelligence, but a distinct cognitive process of its own. Albert Einstein called creativity ‘a true intelligence’; Edward de Bono, 'the highest form of intelligence’.

These words can be synonyms of creativity: improvement, resourcefulness, problem-solving, self-sufficiency, self-efficacy, thinking, inventiveness, imagination, ingenuity, discovery, hypothesis, intuition, independent thinking, excellence, intelligence, adaptivity, initiative, power, emancipation, change, value-creation, vision, individuality, risk-taking, personal effectiveness, genius, inspiration, talent, changing paradigm/status quo, design, ‘eureka!’ and ‘aha! moment'.