Phase 1. Preparation >>

Topic is identified, data, people and resources are gathered.

Phase 2. Incubation >>

Within a nurturing environment, all information is absorbed.

Phase 3. Illumination >>

Where the light bulb goes on in your head and the idea comes to you.

Phase 4. Verification>>

Where feasibility of the idea is considered and resources are applied.

The Creative Process Explained...

Throughout history great minds have attempted to place the nebulous Creative Process into a logical, and explainable sequence of events. All of those attempts can be distilled into four basic phases offered by Graham Wallas in 1926. It is easy to understand what has been written about the 1st, 2nd, and 4th phase…while the 3rd phase, Illumination, has not been explained in an easy, actionable manner.


Most companies and people are good at the 1st, 2nd, and 4th phase, but not the 3rd!

When you think of innovative companies, or creative people, you can see the evidence for how the 1st, 2nd, and 4th phases are supported. Preparation includes proper resources including R &D, data, people. Incubation is supported by time allotted to think, in a nurturing environment free of demand for immediate results. Verification is the apparatus that surrounds a good idea – committees, champions, investment, prototyping and testing.

But most places can’t identify a process to make the light bulb go off in their people’s heads! They rely on serendipity, or purchase other people’s creativity, or assign the task to a small “skunkworks” team that limits the creative process to the few and alienates the many. Now there is a better way.

Read how this discovery was made: “Illumination!...Oh great mystery revealed!”