So we've got a temporal-spatial sense, a general predictive function, the capacity for abstraction, independent volition, and a sense of relational context.

Creativity shows up when an agent uses that predictive machinery not only to forecast immediate sensory consequences, but to (a) simulate many alternative internal models or actions (counterfactuals), usually in a self-directed way with an end or goal in mind, (b) predict how those alternatives will be interpreted by other agents or by itself in the future, and (c) select from those alternatives according to an intrinsic/extrinsic valuation that rewards novelty, surprise, utility, or aesthetic pleasure. In other words it's a form of guided meta-prediction.

From a very different perspective, the TRIZ guys have tried to figure out creativity, with results that are at least interesting. Ultimately, what they have to teach is that non-artistic creativity also takes certain characteristic forms.