Abstract
Approaches supporting collaborative generation of ideas identify a significant correlation between all four P elements of creativity. Ideating or generating ideas demand diverse and original ideas, elaboration and possibilities, risk-taking and curiosity. The framework of the research is based on the analysis of literature and qualitative research methods, i.e. comparative content analysis according to emic perspective. In the study, the focus is on one of the 4 P components – Press and on unstructured creativity model that is used to generate ideas and later on assess creativity output. The aim of the study is to evaluate whether it is better to keep things focused and organized to assure more qualitative or creative outcomes and to refer to the previous research and diversity. The possibilities to foster creative and original problem solutions applying unstructured creativity model and the Creative Platform process model are presented and discussed.