My first response to this article was “DUH – No kidding”. My second response was “HHHMMM??? how am I going to leverage this scientific evidence”. So we now have even more scientific evidence to confirm that while people may appear to crave creativity they still fear change and prefer what is known. So what can we do about this bias against creativity or more specifically fear of change. The researchers provide some insight into this with by recommending the following:
… The field of creativity may need to shift its current focus from identifying how to generate more creative ideas to identify how to help innovative institutions recognize and accept creativity.
