Idea Change ..not Creativity

Renee Hopkins Callahan writes in
Coranteabout the annual conference of the American Creativity Association where Edward De Bono gave a keynote speech.

The summary she says :
"Creativity" is too large a word and "design" is too small a word.

For De Bono, "creativity" is not a focused enough word. He prefers "idea change," which he says better captures the "skill in thinking" aspectof creativity, as opposed to considering creativity as a gift or something that manifests itself only in certain circumstances.

"Design" is too small a word for De Bono because he considers "design" as more than just putting together visual elements. He uses the word "design" to describe the process of deliberately putting together new ideas in order to deliver value.

Check out Bono's book 'Serious Creativity'. Awesome read !