In 1926, Psychologist Graham Wallas wrote a book called ‘The Art of Thought’. In it he broke down the Creative Process into 4 key areas:
- Preparation: Lay the groundwork by gathering information and setting the stage. This includes creating the right environment, establishing trust and giving permission to think, play and create
- Incubation: Step back and let ideas simmer. Don’t push too hard, be playful, try things out and don’t judge anything at this stage. Change the environment, take breaks and come back with fresh eyes and a different view of the world
- Illumination: The ‘Aha’ moment when inspiration strikes. It will come, even if all hope is lost. Often when you least expect it and from the person you least expect too. To get the ‘Aha’, you need to be tuned in, listening and ready to hear it
- Verification: Refine, test and action. This is where the great ideas get tested to make sure they work and can be actioned. You need to show they’re compliant, on message and speak your truth
Wallas is very clear to emphasise that creativity is not a sudden isolated event. But rather a process that involves multiple phases. His work laid the foundation for understanding how people go from the early stages of a problem to the final moment of creative insight.
At Pitch Hero, we break the creative process down into clear steps that can be easily followed.
This process shows how each stage builds on the last. It creates a clear path for teams to follow from start to finish.And to help you get started, we’re offering a free 20-minute consultation with a Pitch Coach.
During this session, we’ll walk you through how the creative process works and how Pitch Hero can help you develop a winning pitch.
Don’t miss out—book your consultation today!
