What is creativity? I would love to hear everyone's opinions on creativity and what you feel is creative from a B-to-B perspective?

Wikipedia's definition:
"Creativity (or "creativeness") is a mental process involving the generation of new ideas or concepts, or new associations of the creative mind between existing ideas or concepts."

I believe that what is highly creative starts with a big idea--which encompasses a simple powerful message, well written, a powerful image (if applicable), is memorable, has a strong call to action, and allows the end user to complete a thought effortlessly.

The big idea -- when integrated across the traditional and 2.0 landscape, with the ability to attract attention, interact, and engage an audience where they live, in a program -- is so exciting. Achieving or surpassing the measurement goals and desired results proves the big idea is working.