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Creativity refers to the ability of an individual to generate new, original and useful ideas, approaches, products, services or solutions. In entrepreneurship, creativity is the mental process through which an entrepreneur identifies new possibilities, looks at existing problems from different perspectives and develops innovative ways to create value. Creativity does not necessarily mean inventing something completely new. It may also involve improving an existing product, modifying a business process, finding a new market, developing a different method of distribution or combining existing ideas in a new manner. Thus, creativity is closely associated with imagination, curiosity, flexibility, observation and the willingness to think beyond conventional methods. Entrepreneurs operate in an environment characterised by competition, changing customer preferences, technological developments, limited resources and economic uncertainty. In such an environment, creativity enables entrepreneurs to recognise opportunities that others may overlook. A creative entrepreneur does not simply accept existing market practices but continuously asks questions such as what customers really need, how a product can be improved, how costs can be reduced and how a business can serve customers more effectively. For example, the development of online food-delivery platforms involved creatively combining restaurants, mobile technology, digital payments and delivery services to provide greater convenience to customers. Creativity is important for entrepreneurs because it is the starting point of ___ ____ ___ _______ ____ _______ ____ _________ _________ ______.
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