I don't believe that encouraging the process cheapens it.
I can understand that people who already consider themselves as creative might not feel a need to figure out why.
I find it ironic though, that they say that the way to be creative is to not think about what makes them creative and that's what they find makes them creative. If this is so, then they ARE following the process, and they ARE thinking about it, and their process DOES work. For them, NOT thinking about it IS the process.
What I can't agree with is people saying they are not creative, or saying that others are not creative, without being willing to say what creativity is. Just as with anything else, your definition of creativity is very important to be able to understand it.
The idea that it is some mystical, unknowable quantity confuses Creativity with Inspiration.
The idea that it is something new confuses Creativity with Innovation, or Originality.
The idea that Creativity is only Creative when it is THE best, MOST original or MOST innovative is damaging, because it discourages people from trying to be creative.
In my neck of the woods, scrap-booking is a huge thing. Many, many of the women who fuel this billion dollar industry do not think of themselves as creative, though they are creating every single day. They would very quickly give all their friends credit for being creative, but would immediately deny it for themselves because of all of the above confusions.
There is an old story (which actually happened) of a congressman who was working on pornography law. When pressed for a definition, he said "Well, I may not be able to define it, but I know it when I see it." Basing law on this kind of nebulousness is unproductive at best. Everyone has different ideas about what constitutes pornography. For some, it means any kind of nudity. But most people would not agree that nudity is the only definition of pornography. For some, it is anything that is sexually stimulating. But everyone has different things that do, or do not stimulate them. So the definition ends up being dependent on community standards, which seems to work, unless you don't agree with the others in your community.
Community definitions of creativity can be just as useless, if they are not shared or explained.
I get into arguments with teachers all the time because they try to grade on creativity without teaching for it.
Nothing gets me madder than hearing "We are going to grade this project on creativity…" and when I ask them to define it, they can't even verbalize what they are looking for, just like that congressman.
What this often means is that to be successful, the student needs to come up with something that the judges have never imagined themselves or have never seen before. (Innovation) How can an inexperienced student overcome the teacher's experience? Only through Luck. Luck is not Creativity.
Sometimes the teacher will respond to beauty. So, the student needs to come up with something beautiful. How can they possibly guess what the teacher thinks is beautiful? Only through Luck. Luck is not Creativity, and neither is Beauty.
Sometimes the teacher will respond to hard work, but not often, and not without elements of Innovation and Beauty, because that is what the teacher believes they are looking for, without really thinking about it.
This is all very unfair because it means that only the lucky are deemed creative.
If you believe Creativity = Inspiration, then you don't think it comes from you. Therefore you are never responsible to be creative, nor can you be.
People who believe that Creativity = Innovation can be self-defeating. When they look at another's work, they often think…"Wow, that work is amazing. That's really original. I could never come up with that." Therefore, the other is creative, and they are not. What they fail to understand is that other could never come up with work like their own.
But there are ways to foster innovative thought. The advertising industry pays billions of dollars a year to do so. The problem is often getting to that original idea first, which requires effort. But for some reason, people don't believe that effort is creative unless they see it as SUCCESSFUL effort. And what is the definition of success?
Do you see the problem? And all the vagueness and nebulousness just feeds that problem.
You can't be successful if you can't define success. You can be lucky, but not successful.
So, the problem, in my view, is getting people to BELIEVE they are creative, so they WILL be; and also to DEFINE creativity and success so they can be attained.
The definition I use with my students is "Creativity = Making Stuff". If you are creating, you ARE creative.
For my students, if they are trying something that THEY have never tried before, they ARE innovative.
Beauty is so personal that THEY need to decide what is beautiful. I tell them when I think something is beautiful, but I try to have a very broad idea of beauty, and I don't equate it with success.
And the thing I fight hardest to do is teach them that ANY amount of effort IS success because it LEADS to success, and that the only way to fail is to NOT try.
I work hard to teach them that false starts and dead ends are not failure, but evidence that they have come a long way.
And finally, I teach them how to generate ideas by using lots of techniques that WORK.
Like: journaling; filling their minds with lots of images and concepts; trying combinations they have never tried before; paying attention to what inspires them and seeking it out; and manipulating their environment to encourage those things.
There's lots of formulas for creativity, but they all involve some kind of Passion as the driving force; some kind of inflow of information to provide fuel for the imagination, a willingness to work on the project or concept until the thing clicks. Sometimes you have to work on it, then walk away a while and let it incubate and sprout. You should strike while the fire is hot, though, or you forget where you were headed.
I don't think that any of this subtracts from the magic of the flash that comes when you get that really good idea, or the pride when you look at a piece of your own work and remember all that you did.
Update: The 'know it when I see it' quote was used by United States Supreme Court Justice Potter Stewart to describe his threshold test for pornography in Jacobellis v. Ohio (1964).