Ever thought of a brilliant idea late at night, but doubted if it was a good one? After showing it to family and friends, you may have seen that their excitement fades. It's normal to experience a flash of inspiration but then become stuck due to confusion.
This is what I went through a few weeks ago. My intention of setting up an online course on creative thinking started to wane. I wondered if it was a passing thought, or if anyone would even care. My concept lost steam when friends showed little interest.
Creativity expert Jack Goncalo and his team did some interesting research. They asked: Do people really like creativity and creative people?
At first, it seems like a no-brainer—we love creative ideas like we love ice cream. But Goncalo’s question makes us think twice.
Creativity paradox
They investigated the “Creativity Paradox.” While many believe we need creativity for progress, it’s often rejected by business leaders and teachers, despite their claims of valuing it.
Goncalo’s team did two experiments. In the first, they split people into two groups. One group were told they might win money in a lottery, creating uncertainty. The other group wasn’t given this information. They then used a simple test to see how each group felt about creativity. They asked both straightforward questions and explored deeper, hidden biases.
In the second experiment, using an advanced computer programme, the researchers measured how quickly participants reacted to ideas without time to think. This showed if people preferred practical ideas over creative ones.
Findings
The results were surprising. It turns out people secretly associate creativity with unpleasant things like vomit and poison, especially when they're unsure about money. It seems we like creativity, but it feels chaotic when life is unstable.
In another test, they introduced a new smartphone with a cool feature—an interface that adjusts to how users interact with it. Those who were comfortable with uncertainty found this feature much more impressive than those who preferred things to stay predictable. This shows that creativity often thrives in environments that are flexible and open to change.
To unlock your own creativity, tackle your doubts head-on and embrace uncertainty. Don’t be afraid to share your ideas, even if you’re not fully confident.
For me it’s time to revisit that idea for an online course on creative thinking.
Welcome the unpredictable and let your creativity shine!
What’s Holding Back Your Creativity: Doubt or Something Else?