In organizations large and small, across all industries, creativity is considered a prerequisite for success. In a 2014 Forrester Consulting survey, 82 percent of senior managers from a wide cross-section of industries indicated that creativity in areas of leadership, customer awareness, risk propensity, and collaboration leads to a greater market share and revenue growth. Yet only 11 percent thought their own organizations measured up to companies known for their creative practices. To get better at the kind of thinking that leads to cutting-edge R&D, imaginative problem solving, and breakthrough technologies, it's best to start with a definition. We talk about creativity in business all the time but what do we really mean? Often, we simply mean brainstorming ideas for new products and services. When people say they want their organizations to be more creative, they may think they're looking for Eureka moments. But what they really want is a way to drive game-chang...