The Creative Process

1. Creativity in PR by Andy Green

Chapter #4
‘The Creative Process’
Lisa Domnysheva

2. Outline

THE
FIVE ‘I’s
INFORMATION
INCUBATION
ILLUMINATION
INTERGRATION
ILLUSTRATION

3. // THE FIVE ‘I’s //

It was only about 400 years ago that scientists discovered that our
brain,not our heart, was responsible for our intellectual activity.
Real advances on how we go about being creative were not really
significantly investigated until the early part of the 20th century.
The physiologist Helmholtz and the mathematician Poincaré were
first to divide the creative process into different phases.

4. // THE FIVE ‘I’s //

By recognizing that there is method in the creative
process, practitioners can improve their effectiveness and
identify any weaknesses in the chain – which can then be
remedied.

5. I have devised a mnemonic – the five ‘I’s of the creative process, which are: 1. INFORMATION 2. INCUBATION 3. ILLUMINATION 4.

INTEGRATION 5. ILLUSTRATION

6. // INFORMATION //

There are two elements to this first stage of the
creative process of information: one is gathering
the relevant information to assist with the task in
hand. The second is posing the right questions.

7. [Gathering the relevant information]

The first task in the creative process is to stuff
your conscious mind with information and then
to unhook your rational process. Your
unconscious has to be well informed or your
ideas will be irrelevant.

8. [Posing the beautiful questions]

5 W’s and an H
What?
Where?
When?
Why?
Who?
How?