Creativity at Work

By Adrian Furnham

Creativity is not an easy topic to research and few serious scientists conduct work in the area. First, creativity is difficult to define and secondly, there are few good ways of measuring it. In this article, Adrian Furnham queries the popular belief that ‘we are all creative’ and creative workshops will help unleash, liberate our creativity. Organizations who are looking for creative individuals must understand the true nature of creativity and personality.

Many businesses say they value creativity because it is the father of innovation which in turn is the engine of change. They often spend billions on Research and Development on a creative process or people which looks to find different, better, cheaper, stronger, etc. products and work processes.

Some have argued creativity is an individual’s, an organisation’s, a society’s, indeed even a species’ greatest resource. Creativity means adaptation and innovation. Some organisations have innovation or innovativeness as a supposedly measurable core competency for senior staff. They attempt to select for, encourage and manage innovation believing it to be a major resource. Some appear to believe that innovation is best achieved through the selection and management of creative individuals. Hence they attempt to recruit those with trait creativity which is usually conceived of as an ability to come up with new ideas.

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