"Creative Sparks"

Jacob Goldenberg, David Mazursky, Sorin Solomon

© Science, September 1999
Volume: 285 | Issue: 5433 | Pages: 1495-1496

Publication type: Journal article

Research Archive Topic: Marketing

Abstract

What is true creativity? In a Science and Society essay, Goldenberg, Mazursky, and Solomon explore current thinking about just what makes an idea creative. The conclusion is a surprising one—they identify structured reproducible procedures that lead to ideas judged as creative. In fact, even a computer can generate "creative sparks."

 

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