Creativity isn’t coming up with a great idea, it is solving the right problem

Albert Einstein was once asked, “If some imminent disaster threatened the world and you had one hour in which you knew you could save it, how would you spend your time?”

Einstein replied, “I would spend the first 55 minutes identifying the problem and the last five minutes solving it. For the formulation of a problem is often far more essential than its solution, which may be merely a matter of mathematical or experimental skill.”

Most people believe that creativity is coming up with a great idea. Not so. The key to creativity is solving the right problem. See, the source of a problem is usually different than it seems. And the fact is, it does absolutely no good to generate ideas for solving the wrong issue. 

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