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date: 12 August 2020

Abstract and Keywords

This chapter contributes to the research and practice of creativity by increasing awareness of the inherently paradoxical nature of creativity, and offering strategies for managing the paradox. The authors’ framework delineates contradictory yet interrelated creativity outcomes, processes and identities of individuals, leaders, and groups. They highlight the paradox of creativity from multiple perspectives and suggest that when engaging in creativity, people experience paradoxical thoughts, processes, goals, identities, and perspectives. Creative people need to be generative and evaluative, flexible and persistent, passionate and disciplined, and learning and performance orientated. Drawing from related research on innovation management, attention control, and goal setting, we discuss strategies for achieving both novelty and usefulness including using paradoxical frames, task switching, pursuing contradictory goals, and gaining experience in different cultural contexts that stress different aspects of the creative process.

Keywords: novelty, usefulness, creativity, paradox, strategies

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