What Is Creativity?

The mystique of creativity has many facets. There are conflicting ideas about what creativity means and often there seems to be a lot of misunderstanding about the nature of creative people. The authors believe that creativity has many layers and can be applied across multiple domains to support the workplace and the potential of the workforce. In this chapter, the authors will discuss the definitions of creativity and connections to innovation, identify how the many facets of creativity might impact the workplace and workforce, and some common myths/misconceptions about creativity and innovation that might influence the general perceptions about creative people and their place in traditional work environments. The purpose of this chapter is to explore the perceptions about and meaning of creativity.

What Stops Creativity?

As demand for creativity increases globally the role of education is crucial to prepare future workers to deal with changing expectations of the workforce. Educational institutions should reflect intentional support for development of creativity and innovation. There is a conflicting paradigm of demands for success in the global community and the measures of academic achievement in many schools. Educational systems influence creativity and innovation through environments, socialization, and reward systems. Some specific points of interest about creativity and innovation include research on teachers' interactions and beliefs about creative students, the possible impact of a high stakes accountability system and admission requirements for teacher training.

The Science of Creativity

There is a common misconception that only certain individuals “have what it takes” to be creative and the rest of us are destined to lack creativity. However, a review of the relevant neurological and cognitive literatures suggests otherwise- that creative thinking is rooted in everyday cognitive mechanisms and processes. This chapter provides an overview of the neurological and cognitive bases of creativity, with a focus on the role of the pre-frontal cortex and inhibitory control in the creative process. The implication of the findings discussed in this chapter is that, although some people engage in more creative processes than others, we are all equipped with a brain that is complex enough for us to think creatively.

The Case for Creativity and Innovation

The world has moved on and away from the traditional work environment. The workforce characteristics have changed, as have expectations of the working population and the workplace. Jobs that did not exist ten years ago, are accepted and new positions continue to develop globally as science and communication systems change. Changes in expectations for a global workforce continue to gain support across disciplines as skills needed to solve problems creatively become necessary to react and develop solutions to unpredictable and inherent risks. Today's society demands creative and novel resolutions, valuable ideas, as well as adaptation and vision to bring about change. Inspiring, sustaining and applying creativity is necessary to compete in today's breathlessly evolving marketplace. The purpose of this chapter is to provide a case for the importance of creativity in the workplace.

Creative Transformation

Creative transformation is the term associated with the necessary change for the workplace to develop and support creative thinking, which leads to innovation. Managing the intricacies of any workplace is a delicate balance. The issue is keeping the workflow efficiently moving forward while simultaneously providing an environment that encourages creativity and innovation. Complacency and comfort with “tried and true” methods constitute a path of least resistance, which may partially explain why change in any environment is so difficult. Ultimately, it is time for a new era in the workplace- an era of creativity that will redefine how organizations function. Creativity is a bigger predictor of success in life and work than many other factors, even intelligence and can be learned and nurtured when supported in the workplace. Creativity is the new literacy and it is time for the workplace to reflect that.

Individual Creativity

It is well documented that creativity is possible for most people. Having the potential for creativity does not necessarily mean that all people communicate or utilize creative thinking. The issue is potential versus actualization and communication of creativity. How to identify factors that connect to creativity and determine if current or future employees are creative pose interesting issues. Connections between the psychological constructs of intelligence, personality, intrinsic motivation and creativity would seem logical venues of study to identify creative thinking. However, the research remains inconclusive as to why some people excel in creativity and others do not. Identifying creative employees is important for employers in the future workplace to intentionally provide model thinking and stronger team productivity.