Creativity refers to the attributes of a product, person or process that is considered to be new and useful in some way by a particular group. So the key issues are that we may refer to a creative person or persons, a process (of the way an individual thinks or the dynamics of a team) and also a product itself (e.g. a new strategy, chemical or electronic gizmo).
There is also the issue of novelty and utility. Creative ideas or products are expected to have an element of "newness" and of "usefulness". Newness doesn't have to be totally new - e.g. an iPod brings together two existing products (a storage device and a walkman) and fuses them together in a new context. Usefulness is also important...
The following sentence may be entirely new in the history of humankind...