The report examines the central role of creativity in the future post-information society. There is a call for a pragmatic approach to the study of creativity, which as a consequence bears recognition of the dynamic nature of this phenomenon. At the heart of the proposed theoretical framework is the very definition of creativity, which is transformed from static to dynamic. Starting from the static central definition and considering the auxiliary definitions for the area of focus and purpose of creativity, creative personality, creativity of the individual, creativity of the environment, creative process, product of creative process, potential for creativity, product presentation and evaluation, the nature of creativity should be clarified. The new definitions have been shown to be fully compatible with the existing set of research in the field of creativity, as well as increase the effectiveness in proposing new approaches to research in support of the consideration of new theoretical hypotheses and developments. Creativity is considered to be a foundation that does not yet have a clear and precise definition because of its uniqueness. This complete lack of consensus on what research considers important in this area is a major problem. There is no consensus on exactly what creativity is. Without a proper definition, creativity researchers cannot do any research, first they must determine creativity itself. There is a lot of ambiguity in the definition. The definition keeps coming back to itself, which makes it pretty difficult to determine what creativity really means. Various constructs and aspects of the definition of creativity of many contemporary scholars are proposed and discussed. Clarifying the definition of creativity is important for understanding its very essence, as a complex phenomenon and a leading skill in the 21st century. The nature of creativity as a characteristic of a person to generate new ideas, alternatives, solutions and opportunities in a unique and different way is clarified. Creativity is the ability to grasp something unpredictable, original and unique. The creative idea must be expressive, exciting and imaginative. It is a mirror of how beautiful one can think in any circumstance. Creativity is not genetic, it can be developed if one continues to learn and understand things with rare and exceptional perception. It is an activity to uncover something that was previously hidden. As the word implies, creativity is about creation. It is about mastering the power of the mind to think of new ideas, product plans, thought experiments, tastes, sensations or art. Creativity can be a form of expression or a way of solving problems. Anyone can be creative in any context, not just a genius privilege.