Leading individuals through a shared process or strategy of identifying and describing problems,

addressing them, and implementing new solutions is what creative leadership entails. This
approach needs the use of a common language to allow people to convey their ideas more
effectively. They must be able to identify the stage of the creative process they are in at any
given time.

In the book, The Art of Thought, from 1926, Graham Wallas proposed one of the first complete
models of the creative process. This 1920s’ theory continues to be highly cited among
professional design teams and in scholarly works on creativity (FOUNDATION, 2021). The
creative thinking consists four stages:

1) Preparation
The creative process begins here where it is all about gathering information and resources
and gaining understanding of the situation or goals at hand (Gregoire, 2019). Within the
Virgin Group, there is a clear between leadership and management. Richard Branson and
his other corporate leaders have set a number of goals for the corporation as a whole.
Expansion into foreign markets, the use of new technologies, client loyalty, and
collaborative partnerships with other organizations are among these lofty objectives. This
level's objectives are communicated to all firm employees. This benefits the firm by
providing everyone engaged with a difficult objective to complete.
2) Incubation
At this stage, you allow the ideas and goals from the Preparation step to settle down in
your mind. It is better to take a step back and allow the thoughts that comes to mind roam
in order to consider and solve the problem. In the Virgin Group after the goals are being
set by the top executives, they are to be organized within each division who have their
own set of specialized objectives for increasing market share as well as improving its
product or service. The goals grow increasingly detailed and short-term as you progress
down the supply chain. This organizational framework keeps the firm on track to meet
the top-level objectives specified by management.
3) Illumination
This is the third stage which is also described as the moment of insight. Insights emerge
from the deeper levels of the mind and break through to conscious consciousness after a
 time of incubation, frequently in a spectacular fashion. This is a common leadership
principle that many managers adopt. One of the characteristics of Virgin Group managers
is that they give their staffs a high level of freedom. They want their staffs to have the
complete freedom in their work, so that they can excel without interference from anyone.
4) Verification
The ideas that come out of stage 3 are refined and developed here. In this step, it is
important not to relax after the illumination occurs. Moreover, it is also crucial to ensure
that the problem-solving judgements were made with logical examination. In Virgin
Group, the top executives believes that the staffs should be given some freedom in
decision makings that might benefit the organization. This will enable the ability to bring
out the best in employees. Richard Branson also feels that if the employees does not
thrive at their given position, they should be offered a second shot in a new position
within the company.

These steps do not always unfold in linear way but instead in zigzag or spiral. The model do has
it limitations but it serves as a map for their own creative process providing a direction if not a
goal. It can also assist the employees in what destination they need to go or where they are at.
However, when the process gets a bit tangled, using this framework and returning to start may
help in recentering, realigning and mapping the road ahead.