The creative process is a natural function of every single human being. It is not exclusively creative, yet it is how ‘creation’ or ideas happen.

In 1926, Graham Wallas, an English social psychologist, observed this natural function and published ‘The Art of Thought’ which presented a model outlining the four stages of creativity, known today as the creative process.

1) Preparation
2) Incubation
3) Illumination
4) Verification (we now call Implementation)

Preparation and Implementation are the more tangible and conscious aspects of the process, the mental ‘doing’ – the intention, the brief, the research, the mind-map, the study, the materials, the production, the delivery.

Incubation and Illumination are the more intangible and unconscious aspects of the process, the mental ‘not doing’. (However, throughout the implementation process there can be countless cycles of incubation and illumination as an idea develops into production.)