Why We Block Creativity Even When We Believe In It

An article in the New York Times today punched me in the gut.

“We Have a Creativity Problem.

Outwardly, we praise innovation. Inwardly, we harbor a visceral aversion to it, studies have found.”

The article is adapted from Times writer Matt Richtel’s new book “Inspired: Understanding Creativity. A Journey Through Art, Science, and the Soul.”

Richtel shares research studies that reveal differences in what we say about creativity and how we really feel about it — differences that explain why we sometimes shy away from pursuing our own creativity and, in the case of leaders, discourage creativity in our employees.

Citing Dr Jack Goncalo, professor at the University of Illinois Urbana-Champaign, who studies factors that drive or derail creators, Richter notes that one of the derailing factors is that creativity can intensify feelings of uncertainty.

Creativity requires taking the plunge, with no guarantee that it will lead to desired outcomes.

That makes it tough for people with rigid responsibilities — like middle managers. Dr. Jennifer Mueller, professor at the University of San Diego and an expert in creativity science is quoted sharing that company managers often claim to want creativity but reject new ideas out of hand. Even when they really need creative solutions, managers are responsible for delivering prescribed outcomes, which makes it difficult for them to take a chance on creativity.

Goncarlo’s and Mueller’s research highlight the creativity conundrum: uncertainty makes us need creativity, but it also makes us less able to recognize and embrace it. Our implicit biases about creativity can affect who we hire and who we celebrate as creatives.

And herein lies the rub. Quoting Mueller’s study Richter notes that “people invested in the status quo have plenty of incentive not to change.”

In other words, don’t expect those invested in the status quo to be the drivers of creativity.

Richtel’s book will be released on April 19 by Mariner Books, an imprint of HarperCollins Publishers. Follow him on Twitter @mrichtel.

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