The fact that the term "creativity" is associated with the artistic design process seems to be an unquestioned assumption. However, due to the increased relevance and the changing function of creativity in science and society, its significance is constantly being renegotiated. Therefore, the connection between creativity and art, along with its conditions and functions, must also be rethought. Florian Pfab approaches "creativity" from a conceptual analytical perspective. Using the tools of systems theory, he develops a definition that meets the demands placed on the term between the myth of creation and evolutionary principles, with a focus on the artistic design process.