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This is the big secret!
Creativity is not something 'out there' for you to find, stumble upon, discover, and then use, implement, whatever!
Creativity is what is inside you. It is the collection of everything you have ever experienced, with all your senses in every way. It is everything that has ever happened to you and everything you believe and know. Plus it is all the connections between all these bits of information.
Creative thinking is about looking inside yourself, and then exploring and playing with making new connections.
After all, once upon a time, someone used associative, divergent or what if thinking to marry chocolate with chillies and thus create an innovative new product, that, strangely enough, was accepted by the market. Yes, there are people out there who like their chocolate with a twist of chilli!
True creativity is about you and how you discover, explore, work with, play with and develop what is inside you!
