Creativity gives you a chance that the tech that you are currently researching will be completed ahead of schedule.
When you are researching a low level tech that takes 6 turns to complete, and creativity kicks in on turn 4, you save two turns of research time. This is no big deal, but... when you are researching a high level tech that takes 26 turns to complete, and it kicks in on turn 2, you save 24 turns of research time, and this can be huge.
It's a roll of the dice whether or not it triggers. It sometimes doesn't happen for extended periods of time, but sometimes you get lucky, and bang bang bang, it happens one after the other, and you can get some very time consuming techs in very short order.
As for myself, this is the first point I choose in all of my games. IMO, it is the single most valuable point you can spend.
On a side note, 'Luck' is another that I almost always choose. When you are in combat, you have a chance to miss your target. Luck reduces this chance. I have beaten many superior foes simply because I can hit them more often than they can hit me.
Given that this is the Dark Avatar sub-forum, I have to mention that the above explanation is the way Creativity works in TA, I believe. It certainly is NOT the way it works in DA, unless it has been very recently changed.
In DA, Creativity randomly provides a random number of additional tp in a gt. The amount provided roughly scales to the tp cost of the tech (but it never goes up to a significant fraction of the cost of late game techs). I figured out one time that,
over time, the additional tp's in the background could equate to about a 12-15% boost in Research, but it is not as predictable. Oh, and you can't see the extra tp's by any normal in-game means. You can see them in Debug.err files taken a few times during a game with Creativity selected.
However, in either game version, Creativity is a worthwhile use of a point, but more so for a game you aticipate to be a long, empire building style, rather than a small, sharp early conquest game.
drrider