Creativity involves the generation of an idea that is both novel and useful. Because of fast changing technologies and increasingly competitive markets, companies are looking to workers at all levels and areas—not just in the traditionally creative areas of marketing and R&D—to come up with ideas that can be developed into innovative new products, services, processes, and solutions. Staying a step ahead of competitors often requires creative thinking, but so does responding to competitors quickly and, more generally, responding to an ever-changing environment.