What really is creativity?

I've realised I've been blogging about creativity when I haven't really exlored what it really means, according to Wikipedia creativity is, 'Creativity (or "creativeness") is a mental process involving the generation of new ideas or concepts, or new associations between existing ideas or concepts.'
Which makes sense creativity be it for any task or project is always new and original other than emulating something else, something games i guess could learn from i guess

BUT

people who always say 'ooh games need to be more original more creative' etc don't often consider that new creative ideas are horrible half baked ideas often the result of somebody with a 'great idea', im pretty sure this applies to all aspects where creativity and design go hand in hand. The closest example i can think of is the Car industry and the Fiat multipla.
Despite being displayed in the Museum of Modern Art at New York, sales worldwide were absymal with Top Gear voting it the 'Ugliest Car' car of 1999 Fiat eventualy restyled it back into a more traditional looking design and sales started to increase.
Showing more than anything people want familiarity not a car you would find in a pretensious modern art house, evolution not revolution i guess.
But creativity to solve a problem is a truly mysterious thing some spark of inspiration that completely rewrites the book and has everyone copying you until the next big wave of creativity