Sustained myths about Creativity and Innovation lead to confusion, bad practice and bad decision making. Some of them include:

1. Creativity requires Creative Types

While some theorists assert that there are creativity traits such as tolerance for ambiguity and intolerance to conformity, these assertions are countered by the fact that traits are hard to identify and are not stable nor transferable across situations. Further, motivation is a critical factor. Additionally, creativity is a cognitive process and thus measurements like