The Seven Steps of the Creative Process
Roger von Oech
This is the Creative Process as described by Roger von Oech in his
A Whack, A Kick and a Poke cassette program.
There are seven areas in the creative process made up of a Germinal
phase where ideas arise, and a Practical phase where the
ideas are evaluated and processed. The creative thinking process is
not always linear and may jump around out of the order described below.
- Motivation - the desire to be creative generating the energy.
- Search - Information Gathering, Looking in other
fields for ideas, looking at the big picture, being willing to go
astray exploring other areas.
- Manipulation - Transforming and manipulating the
resources and ideas found, delaying judgment and eliminating some old
- Incubation - Walking away from the problem after a
time of focused attention and turning it over to the subconscious.
Letting go will put the problem into perspective, and the planted idea
will grow in the subconscious. Delaying action will often improve
- Illumination - The Aha! or Eureka experiences.
Ideas can strike at any time, so always carry a means of recording an
idea. Recognise your creative time of the day. Don't overwork, and put
aside time for Re-Creation.
- Evaluation - making a decision even if the ideas aren't perfect.
- Action - Completing the Creative Process can be the most
difficult step of all.
The focus of the creativity techniques is on the Germinal Phase and how
we can generate and manipulate ideas.
Return to the Creative Process page.