While the definition of creativity has changed over time, we tend -particularly as westerners, since the enlightenment - to view creativity as a process which happens inside peoples heads. Individuals are creative, and attracting and retaining these kinds of individuals builds creative institutions and organisations. A popular definition which most people would agree with would be:
'an idea or action which is new and valuable'
The problem with this definition is one of context, who decides what is new and valuable? The individual? Society? Institutions?
Organisations looking to attract creative individuals are only seeing half the picture, what if creativity is emergent from within the system? What if creativity is actually dependeant on the cultural boundaries of the organisation? What would the conditions for improving creativity be? How could organisations utilise these conditions to create more innovative structures and cultures?
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