Page - 171 - in Digital Entrepreneurship - Impact on Business and Society

3. Incubation—collecting information in order to encompass all aspects of a challenge does not go forever.When the point of saturation has been reached, creativeminds usually stop collecting information andeven stop thinking about it. Usually, they engage in completely different activities, the ones that are not related to the challenge. Employees would be well advised to stop thinking about the new app they are currently trying to develop, or about the possible solution to the defined IT problem. By ‘cooling down’ the mind, employees actuallymove fromanactive to apassive stateoffindinga solution.Namely the task offinding a solutionwith all the gathered data is assigned to the subcon- sciousness,whichkeepsworkingevenduring thestateofmind’s rest.This is the reason why most companies nowadays, particularly IT companies, actively support employees in taking time off and resting their minds and bodies. By helping them take the pressure from everyday activities at work, the room is made for creativity. 4. Insight—it is exactly inmomentsof rest and relaxationwhensuddenlysolutions to existing challenges arise from the subconscious to the conscious level. Therefore, creative minds, such as artists, copywriters, and designers, usually have small books by their side, or apps to help them catch sudden ideas and insights. This phase is also called the ‘Aha!’ or ‘Eureka’ moment, as it is characterized by a sudden surge of solution. As we live in times of portable devices that offer the opportunity to implement the newly emerged idea instantly, it is no surprise that a sharp rise of experimentation and implemen- tation of newly emerged digital ideas has been noted. 5. Verification and application—finally the creative solution needs to be tested— does it work? Does it need an alteration? An immediate upgrade? Due to its nature, digital business isparticularlyprone to these instant and immediate tests. It is important to note that such tests often lead to emerging of additional challenges or problems.This sparks the creative process again, startingwith the first phase—problem recognition. This is the reason why the creative process has been depicted in this chapter as a circle,without a definitive beginning and end. 3.2 BoostingCreativity inDigital Businesses In order to support creativity in digital businesses, companies have several tactical tools at their disposal. (a) Diversity—it has been for decades now that companies have realized that diversity opens new ways for creativity. Diversity in organizational culture brings in new approaches, fresh insights, and different, sometimes even unthinkable, perspectives to existing problems. Seen through the lens of cre- ativity, for digital businesses nowadays this implies a set of different solutions to one existing problem. 176 E. Smailhodžić andD. Berberović