Is creativity about creativity or solving a problem?

Hi All fellow designers, I though this would be  great topic to discuss, what do you think about
the title?  

As Change is disrupting everything in its way, design is not left out of the equation... Today, it
appears that creative is taking a new role according the the design standards, Solving consumer
problem that is... What is your opinion on the subject?

Cheers

I guess it depends on the situation.

Creativity can go wild in the fun, free way, where you simply have complete freedom to make what you want. My mind will often wander for hours on different ideas for fun little projects, such as a movie plot.

Creativity can take a step further and is more refined when it comes to problem solving. Lets say I come up with three hours worth of movie plot, but the studio will only give me two hours of screen time. I have to think about ways to shorten the film while still keeping the major parts and exciting points. This is also the case for logo or other company design. Its almost entirely problem solving.

So id say both types can be applicable in today's world, just in different situations.

both