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Creativity Comments by Winston J. Brill, Ph.D.
11/02 Creativity Comment
Most companies claim they value creativity.
Some even provide evidence; for instance, by recognizing
people who have made creative contributions.
Recognition includes certificates, bonuses or just
acknowledgement in front of peers.
Shouldn’t this recognition help to stimulate creativity
throughout the organization?
It should—if the right people get the rewards.
But, too commonly, the right people aren’t rewarded.
Their supervisors, or their colleagues receive that
no one is singled out; instead, the entire team reaps the rewards
for a single person’s great idea.
Often, political undercurrents—rather than searching for
the actual creative person—governs those who receive rewards.
The people who choose awardees usually aren’t aware of
these undercurrents, and feel that the correct people are being
This situation has two major consequences:
politics become even more important; more important than helping
2) The person
who actually had the key idea (that others’ were rewarded
for) is less likely to contribute further ideas.
If the right people aren’t being rewarded for creativity,
the organization is far less likely to obtain many more great
ideas, the kind that drive innovation.
So, if you value creativity, be sure to do some
investigating to assure you recognize individuals who have made
significant creative contributions.