Sometimes someone – perhaps a student or a journalist – will ask me for a definition of the term ‘creativity’. When I respond that it is merely (merely!) finding new and useful connections, they are disappointed. Even if I bring up Poincarè they still look at me as if to ask, That’s all? Nothing spectacular?
In fact, creativity is nothing but ars combinatoria. The spectacular part, if it works, is the result. In fiction writing, it might mean short-circuiting characters, dialogue, action, motives (don’t be put off by the site’s graphics – it has everything and it’s really great). In design, it could mean giving form to ecocompatible materials. In advertising, it can become a new way of seeing things. In commerce, creativity means finding a sound business idea in uncertain and turbulent times. And so on. Sure, it’s complicated. But it’s also really quite simple.
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