In the early 20th century, original work entered the world of commerce. Chemical, pharmaceutical and electrical companies hired large numbers of academically trained scientists, believing that innovation was vital to commercial success and that science belonged in commercial orga...

The military was a key factor in creativity's Cold War history, particularly American history.

By its nature, creativity is individual, eccentric, and antagonistic to attempts to plan to organise it. An effort to manage creative people might result in only getting the appearance of creativity.

• During the 19th and 20th centuries, categories such as original and productive thought were reworked as mundane, manifestations of ordinary abilities, as competences that do not belong to an endowed individual.
• French biologist Louis Pasteur said in 1854 on origina...

Marketing expert Theodore Levitt published an essay in 1963, 'Creativity is not enough.' Levitt stated that creativity might be a source of new ideas, but it is not ideal for good business outcomes. There is no short supply of new ideas.

In 1950, a leading psychologist lamented that only a small proportion of professional literature was concerned with creativity.

• In 1920, a reflective director of industrial research at Eastman Kodak acknowledged the reality and value of genius. Well-trained and motivated scientific workers could make valuable contributions even though they were untouched by genius.
• In the 1950s, employers ...

The rise of creativity has continued since the Cold War. Many expert practices have been incorporated into the everyday life of organisations committed to producing useful novelty.