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model argues that, in a given situation, experts making decisions scan the
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environment for cues to recognize patterns. Once a pattern is recognized, they can
play a potential course of action through to its outcome based on their prior
experience. Due to training, experience, and knowledge, these decision makers have

an idea of how well a given solution may work. If they run through the mental model
and find that the solution will not work, they alter the solution and retest it before
setting it into action. If it still is not deemed a workable solution, it is discarded as an
option and a new idea is tested until a workable solution is found. Once a viable
course of action is identified, the decision maker puts the solution into motion. The
key point is that only one choice is considered at a time. Novices are not able to make
effective decisions this way because they do not have enough prior experience to
draw upon.
Making Creative Decisions
In addition to the rational decision making, bounded rationality models, and
intuitive decision making, creative decision making is a vital part of being an
effective decision maker. Creativity is the generation of new, imaginative ideas. With
the flattening of organizations and intense competition among organizations,
individuals and organizations are driven to be creative in decisions ranging from
cutting costs to creating new ways of doing business. Please note that, while
creativity is the first step in the innovation process, creativity and innovation are not
the same thing. Innovation begins with creative ideas, but it also involves realistic
planning and follow-through.
The five steps to creative decision making are similar to the previous decision-
making models in some keys ways. All of the models include problem identification,
which is the step in which the need for problem solving becomes apparent. If you do
not recognize that you have a problem, it is impossible to solve it. Immersion is the
step in which the decision maker thinks about the problem consciously and gathers
information. A key to success in creative decision making is having or acquiring
expertise in the area being studied. Then, incubation occurs. During incubation, the
individual sets the problem aside and does not think about it for a while. At this time,
the brain is actually working on the problem unconsciously. Then
comes illumination or the insight moment, when the solution to the problem becomes
apparent to the person, usually when it is least expected. This is the “eureka” moment
similar to what happened to the ancient Greek inventor Archimedes, who found a
solution to the problem he was working on while he was taking a bath. Finally, the
verification and application stage happens when the decision maker consciously
verifies the feasibility of the solution and implements the decision.
A NASA scientist describes his decision-making process leading to a creative
outcome as follows: He had been trying to figure out a better way to de-ice planes to
make the process faster and safer. After recognizing the problem, he had immersed
himself in the literature to understand all the options, and he worked on the problem
for months trying to figure out a solution. It was not until he was sitting outside of a
McDonald’s restaurant with his grandchildren that it dawned on him. The golden
arches of the “M” of the McDonald’s logo inspired his solution: he would design the
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de-icer as a series of M’s! This represented the illumination stage. After he tested

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