Despite an ongoing surge of interest in creativity (both in academia and the public eye), it is essential that researchers focus on why creativity matters. Studies that empathize variables that help increase creativity are absolutely valuable, but I argue that need more work on how creativity can lead to positive outcomes. Much of the existing literature examines how creativity can improve school or work performance – which it does. Yet when these studies are compared with similar ones on conscientiousness, it is hard to argue that increasing creativity is the best way to succeed in school or work (at least using traditional metrics). I argue that as a field, we need to expand our ideas about how creativity can be beneficial. I end with an open call for suggestions.
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