CREATIVITY AS INVESTMENT

This article describes an investment theory of creativity. It suggests that a creative person needs to defy the crowd to buy low and sell hi gh in the realm of ideas, just as a successful financial investor defi es the crowd and buys stocks when they are out of favor and sells them when they become popular. Creative ideas are often unpopular. To over come the resistance to those ideas, creative people-as well as compani es desiring to encourage creativity-need to invest in six resources: k nowledge; intellectual abilities; thinking styles; motivation; persona lity; and environment. All of these resources need to be present for a creative enterprise to succeed.