b'INTELLECTUAL CAPACITY Once an idea is possible, innovation becomes an easier challenge. Creativity is the step of identifying that something might be possible.However,innovationistheactionofputtingthingsintopractice,despite challenges and resistance, rather than simply contemplating.In business, creativity and innovation contribute to overall growth and success bymeetinguniqueneedsinmarkets,differentiatingcompaniesfrom competitors,andevolvingabrandasdesiresandconsumerneedsare changing.Creativity and innovation keep an organization dynamic. Being creative means solving a problem in a new way. It means changing your point of view.Being creative means taking risks and ignoring doubt and facing fears.It means breaking away from routine and doing something different for the sake of doing something different.It means plotting a thousand different routes to reach a destination.It means challenging yourself every day.Germain Decelles207'