Original Article: PDF OnlyTutorial Directed creativityPlsek, Paul E.Author Information Formerly head of corporate quality for AT&T in Berkeley Heights, New Jersey, Paul. Plsek specializes in consulting in health care. He teaches courses sponsored by the Institute for Healthcare Improvement and is coauthor of the book Quality Improvement Tools. Quality Management in Health Care: Spring 1994 - Volume 2 - Issue 3 - p 62-76 Buy Abstract While we recognize the need for creative approaches to nagging problems and new opportunities, generating practical new ideas is often a challenge. Many people have convinced themselves that they are simply not creative thinkers; they can only marvel at those who seem to possess “the gift.” However, research over the last few decades in the field of cognitive science has indicated that the capacity for creative thought is a basic mental ability that we all possess. We will review these new theories about creativity and discuss actions that we can take to direct our thoughts toward novel ends. ©1994Aspen Publishers, Inc.