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The Creative Process

James Webb Young from J. Water Thompson agency detailed what he believed was the creative process in advertising and compiled it into five steps: immersion, digestion, incubation, illumination, and reality or verification.

1. Immersion is getting information and material via research.
2. Digestion is mulling over the gathered information in your mind.
3. Incubation is to stop thinking about it and let your subconscious do the work.
4. Illumination is having an idea in mind.
5. Reality or Verification is studying the idea to see if it works in application.

This process is similar to the process developed by Graham Wallas in his book The Art of Thought.

1. Preparation is gathering information.
2. Incubation is letting the idea develop.
3. Illumination is seeing the "light" or solution to the problem.
4. Verification is seeing if the solution is practical or appropriate.

These are by no means concrete methods, every artist has their own process.

Here is an article about how different creative directors encourage a creative environment.
Genius or Process? How Top Creative Directors Come Up With Great Ideas