I really like what Colin Gottlieb, CEO of Omnicom Media Group has to say about creativity in this AdAge article.
For me creativity is the ability to successfully connect one abstract thing with another to create something extraordinary. The ability to make these connections depends on many things but perhaps the most obvious is the desire (not the discipline) to observe the world around you. You see stuff, you like it and you store it for the moment the penny drops. The stimuli is not one thing or another — it is everything around you and everywhere you go. Executives in our business have the opportunity to ‘touch’ tons of stuff. They are paid to then make the connections. So, the answer to your question is attitude. You either have the hunger to make the connections or you don’t.
Creativity… its in the ability to make connections.