Illuminatio
This is where the idea, which has
been incubating, assumes
de nite form. Better known as
the “Ahaa! Moment”. This is the
feeling you get when you have
been struggling with your
thoughts and can’t quite put your
nger on what is missing. The
idea will appear suddenly and
comes with a feeling of certainty.
You will typically have an
emotional reaction of joy,
knowing you have found an idea,
a solution.
STEP -
TIVE
ESS
Verificatio
This phase is the one in which the
idea you’ve been preparing and
incubating sees the light of day.
It’s when that written piece
comes out, when that song ows,
when that canvas reveals its
painting, and so on. It’s also when
a good creative starts to evaluate
the idea and determine whether
it’s good or not – but only after
they have enough to see where
it’s going. Most people get really
frustrated with others at this
phase. Other people only see the
creation at the end – they don’t
recognize or care much about
the process that generated that
idea. This is especially true with
some supervisors and bosses or
clients who expect the end
product on a certain schedule –
the process does not work that
way. Creatives know that for
every good idea, there’re at least
a few that don’t work out, but
they can’t know ahead of time
what’s going to work out and