Step 1: Opportunity or problem recognition – a person discovers that a new opportunity exists or a
problem needs to be resolved. The creative leader recognizes a successful way to commercialize this
development.
Step 2: Immersion – the individual concentrates on the problem and becomes immersed in solving it,
collecting information and considering alternatives and solutions.
Step 3: Incubation – the person keeps the assembled information top of mind and is engaged in
solutions, even if on a subconscious level, while arranging the information into meaningful new patterns.
Step 4: Insight – the person realizes a problem-conquering solution often in a random moment or
unexpected time. He or she experiences an “Aha” moment in which information patterns fit into
business solutions.
Step 5: Verification and application – the individual attempts to prove that the creative solution has
merit and business viability. The verification procedures include gathering supporting evidence, using
logical persuasion, and experimenting with new ideas. The application process requires persistence and
tenacity, as others tend to first reject most novel ideas as impractical.
