Creativity. It most likely means something different for people who employ the concept in different ways. One can "creatively hire" someone. One can be "innovative". One can quip, and be called "creative". Even superficially, someone can creatively dress themselves. Some people put some saucy color on a wall and a new table in a different place and that is creative interior design. I know a lot of creative people, and their sense of "process" is different.