Step 1: Opportunity or problem recognition - a person discovers that a new opportunity exists or a problem needs to be resolved. The creative leader recognizes a successful way to commercialize this development. Step 2: Immersion - the individual concentrates on the problem and becomes immersed in solving it, collecting information and considering alternatives and solutions. Step 3: Incubation - the person keeps the assembled information top of mind and is engaged in solutions, even if on a subconscious level, while arranging the information into meaningful new patterns. Step 4: Insight - the person realizes a problem-conquering solution often in a random moment or unexpected time. He or she experiences an \"Aha\" moment in which information patterns fit into business solutions. Step 5: Verification and application - the individual attempts to prove that the creative solution has merit and business viability. The verification procedures include gathering supporting evidence, using logical persuasion, and experimenting with new ideas. The application process requires persistence and tenacity, as others tend to first reject most novel ideas as impractical