Creativity is not a process, right ? (Tim Cook, The Apple CEO)
I agree with Tim, Creativity is not a process. In fact many creative folks fear that a process may well wipe out whatever creativity that exists.
But Creativity and Innovation are not synonymous. Innovation is still a process.
Innovation is the process of (a) using creativity to create insightful ideas (b) using these ideas to craete value to the Customer and (c) taking that value-creating idea to the Market successfully.
Creativity will yield good ideas. But a process is still needed to make that creative idea solve real problems and craete value to customer. Without a structured process, it is difficult to take an idea (however great it is) successfully to the Market.
So Tim, Innovation is a process unlike Creativity.