2. Creativity: a brief overview on a postmodern approach
As traditional raw materials are being swapped for intellectual resources, individuals,
organisations, countries and even the world are becoming more and more dependent on
creativity . Most researchers of creativity describe this concept as the ability to generate
something new. Charles Leadbeater, the expert of creativity and innovation (2005: 7)
sees the creativity as a sublime activity within the reach of understanding and explains
it as “novel combinations among diverse ingredients: a new interpretation of an existing
work, the use of new materials, style or perspective”. John Howkins (2010: 8), another
leading authority of creativity, innovation and media, uses a very simple definition,
saying that “creativity is the use of ideas to produce new ideas”. However, he adds that
creativity “can be described but not defined and indeed has always been conditional”
(Howkins 2010: 9).