Creativity is important for kids as it helps them express themselves, build confidence, and think independently while solving problems in new ways. It also nurtures curiosity and imagination, which are essential for emotional growth, learning, and adapting to future challenges.
Creativity theory explains how people generate new and original ideas, solve problems in unique ways, and produce innovative outcomes. It studies the mental, emotional, and social processes behind imaginative thinking and creative behavior across different fields like art, science, and daily life.
Creativity theory helps us understand how innovation happens and how we can nurture it in education, work, and society. By studying creativity, we can develop better tools, environments, and strategies to solve complex problems and adapt to change.
In this article, we will be discussing one of the well-known and widely recognized theories of creativity.
1. Wallas’ Four-Stage Model of the Creative Process
Before Wallas proposed his theory in 1926, the concept of creativity was not well-structured or scientifically discussed. Most ideas about creativity came from philosophy, poetry, and intuition. Creativity was seen as a kind of mysterious gift or inspiration from divine or unconscious forces, rather than a mental process that could be studied or improved.
The roots of creativity theories can be traced back to ancient Greek philosophers like Plato and Aristotle. Plato believed creative ideas came from a higher spiritual world, and artists were simply “inspired” by divine forces. Aristotle, on the other hand, began thinking more rationally and linked creativity to imitation and logic.
In the 19th century, thinkers like Immanuel Kant and later Romantic poets emphasized imagination and emotion as sources of creative thought. However, there was still no structured model to explain how creativity actually works in the mind.
It was in the early 20th century that a shift occurred. Scientists and psychologists began exploring creativity as a process that involves the human brain and mental effort. This was part of the larger movement of psychology becoming a scientific field. During this time, thinkers like Francis Galton had started studying individual differences in talent and genius.
Then came Graham Wallas, a British social psychologist, political scientist, and educator. In 1926, he wrote a book titled “The Art of Thought”, in which he presented his now-famous Four-Stage Model of the Creative Process. His model was one of the first formal efforts to break down the mental process of creativity into observable and teachable steps.
Wallas’ model became a cornerstone in the psychology of creativity and is still widely referenced in education, psychology, innovation, and even business.
2. Main Contributor and Core Ideas
Graham Wallas (1858–1932) was a co-founder of the London School of Economics and a deep thinker on education, society, and creativity. He believed that the creative process is not magic—it’s a sequence of stages that the mind goes through. His goal was to bring clarity to something that felt mystical.
The core idea behind Wallas’ model is simple: creative thinking doesn’t just happen all at once. It goes through a process. He believed that if we understand the stages of this process, we can improve how we teach, train, and support creativity in different areas like education, science, art, and problem-solving.
Wallas emphasized that creative thinking is both conscious and unconscious. That means sometimes we think about a problem directly, and other times, our brain works quietly in the background. Both are necessary for good ideas to appear.
In his model, Wallas described four distinct stages:
- Preparation
- Incubation
- Illumination
- Verification
Each stage plays a different role in the creative journey—from gathering ideas to testing solutions.
3. Main Concepts, Components and Process
Let’s explore each stage of the Wallas model in simple detail:
1. Preparation Stage
This is where everything starts. In this stage, the person identifies a problem, gathers information, explores existing solutions, and works hard to understand the situation deeply.
- It involves research, learning, and exploration.
- This stage is active and logical.
- The mind is focused, trying to figure things out.
Example actions in this stage:
- Reading books
- Talking to experts
- Brainstorming different ways to solve a problem
- Practicing and sketching
Wallas believed that good preparation sets the foundation for creative breakthroughs later. Without effort and input, the brain has nothing to work with.
2. Incubation Stage
In this stage, the conscious mind takes a break from the problem. But the unconscious mind keeps working silently in the background.
- The person might take a walk, sleep, or work on something else.
- It feels like “doing nothing,” but actually, this is an important phase.
- The brain connects ideas, reshuffles knowledge, and plays with possibilities without pressure.
This stage allows creativity to simmer. Often, ideas are blocked during the Preparation stage because the conscious mind is too stressed or focused. Incubation lets the pressure go down and makes room for new connections to form.
3. Illumination Stage
This is the famous “Aha!” moment.
- A new idea or solution suddenly appears in the mind.
- It often feels unexpected, like a spark.
- It is usually brief, and sometimes hard to explain right away.
Though it seems sudden, it is actually the result of all the background mental work done during incubation. Many great inventors and scientists have reported such moments—when the answer just came to them while they were not actively thinking about the problem.
Examples:
- Archimedes shouting “Eureka!” in the bathtub
- Newton’s idea of gravity after seeing an apple fall
- A poet suddenly seeing the perfect lines of a poem
4. Verification Stage
Now comes the hard part—checking if the idea actually works.
- The idea is tested, refined, and shaped.
- This might involve writing, building, experimenting, or presenting.
- The creative idea is compared to the real-world problem: Does it solve it? Can it be improved?
In this stage, the person moves from imagination to reality. It often needs effort, skill, and critical thinking. The idea may be adjusted, rejected, or turned into something completely new.
5. Summary of the Process:
| Stage | Nature of Work | Mind Involved | Outcome |
| Preparation | Conscious, Logical | Active, Focused | Gather ideas, understand |
| Incubation | Unconscious, Passive | Resting, Background | Mental connections form |
| Illumination | Sudden, Intuitive | Both minds | New idea appears |
| Verification | Conscious, Practical | Critical, Reflective | Idea is tested and refined |
4. Example of a Creative Product Using Wallas’ Four-Stage Model of the Creative Process
Let’s consider the invention of the Post-it Note by 3M.
Step 1: Preparation
In the 1970s, a scientist named Spencer Silver was trying to make a very strong glue at 3M’s lab. Instead, he accidentally created a weak glue that could stick lightly and be removed easily. At first, it seemed like a failure. But Silver kept promoting the glue as a potential tool.
Another colleague, Art Fry, remembered Silver’s glue when he had a problem: his paper bookmarks kept falling out of his church hymn book. He started thinking deeply about how to solve this.
Step 2: Incubation
Fry didn’t jump to a solution. He spent time experimenting, talking to people, and letting the idea grow in his mind while doing other work. The idea of combining Silver’s glue with bookmarks slowly formed over time.
Step 3: Illumination
One day, Fry had the Aha! moment—use the light adhesive on a piece of paper so it could stick temporarily and be removed. This could be a perfect bookmark or note.
Step 4: Verification
Fry and Silver created prototypes, tested them, and finally convinced 3M to support the idea. After several trials, failures, and changes, Post-it Notes became a worldwide product.
This is a real-world creative journey, showing all four stages at work.
5. Related Theories and Concepts of Wallas’ Four-Stage Model of the Creative Process
Wallas’ model influenced many later thinkers. Some related theories include:
a. Geneplore Model (Finke, Ward, and Smith, 1992)
This model breaks creativity into two phases:
- Generate phase: Raw mental structures or ideas are created.
- Explore phase: These ideas are tested and refined.
It is similar to Wallas’ Illumination + Verification stages.
b. Creative Problem Solving (CPS) Model
Developed by Osborn and Parnes, it adds more structured steps to problem-solving:
- Understanding the problem
- Generating ideas
- Planning for action
This model is more practical and detailed but still inspired by Wallas’ framework.
c. Dual Process Theories of Thinking
These theories explain that humans have two types of thinking:
- System 1: Fast, automatic (like in the Illumination stage)
- System 2: Slow, logical (like in the Verification stage)
Wallas’ model fits this idea very well.
d. Flow Theory (Csikszentmihalyi)
This theory talks about a deep state of focus during creative work—often during Preparation and Verification. It complements Wallas’ model by showing what happens in the mind during active stages.
6. Limitations of Theory and Next Successor
Limitations:
- Too Linear
Wallas’ model shows a step-by-step process, but in real life, creativity is messy. People often go back and forth between stages. - Does Not Include Social or Emotional Factors
It focuses only on the cognitive process, ignoring the impact of teamwork, motivation, or feelings. - Does Not Explain Why Ideas Come
The Illumination stage is mysterious—Wallas says it happens suddenly, but doesn’t explain how or why. - Limited Empirical Evidence
When Wallas created his model, psychology wasn’t as data-driven. Today, scientists want more proof from experiments.
Successor and Modern Developments:
- Componential Model (Teresa Amabile)
This model includes motivation, environment, and domain skills along with the creative process—offering a more holistic view. - Creative Cognition Approach (Finke, Ward, Smith)
Focuses on how people mentally combine and transform ideas—adds more detail to the Illumination stage. - Design Thinking Models
Popular in business and education—include empathy, ideation, prototyping, and testing—a modern evolution of Wallas’ stages. - Neuroscience of Creativity
Today, brain imaging helps researchers understand what parts of the brain are active during each creative stage. This helps refine Wallas’ original model with biological evidence.
Conclusion
Graham Wallas’ Four-Stage Model of the Creative Process is a simple yet powerful way to understand how creativity works in the mind. From preparing and struggling, to stepping away and getting sudden ideas, and finally checking if they work—his model captures the natural rhythm of thinking creatively.
Even though it has limits and has been expanded by modern theories, Wallas’ contribution remains a foundation for all who study creativity, whether in classrooms, labs, or industries.
By understanding this model, we can learn to trust the process, respect each stage, and support creative thinking in ourselves and others.