We all have an intuitive sense of what creativity means—but when we’re asked to define it clearly, it suddenly becomes tricky.

A recent paper by Cornell professor Robert Sternberg dives into this very challenge. Drawing on decades of research in the science of creativity, he proposes a broad yet practical understanding of how creativity comes to life. And why it matters how we think about it.

Creativity is often viewed as a personal trait—something you’re born with or not. But that mindset is limiting. We’re less likely to explore new ideas or take creative risks when we doubt our creative ability.

Sternberg suggests a different approach: creativity isn’t just about the individual. It’s the result of three key components working together:

1. A person with creative potential
2. A task that allows room for imagination and originality
3. An environment that supports and encourages novel thinking

Even the most creative person will struggle to innovate in a setting with rigid rules and no tolerance for experimentation. On the other hand, the right environment and type of task can unlock powerful creative potential.

The Creative Person: Traits and Motivation

Creative individuals tend to be curious, open to new experiences, and motivated by challenge rather than routine. They enjoy exploring unfamiliar ideas, trying new things, and learning through experience.

While personality is partly shaped by genetics, it’s not fixed. We can all make intentional choices to broaden our thinking and expose ourselves to diverse experiences—whether it’s attending events outside our field, reading widely, or simply asking different kinds of questions.

Different people also have different thinking styles. Some excel at generating new ideas, while others are better at refining and evaluating them. Both are essential for meaningful creative work. Conversely, people who prefer to follow instructions exactly as given, or who resist change, are less likely to produce creative outcomes.

Another key trait? Flexibility. Creative individuals are willing to let go of old ideas—including their own—when the situation calls for it. Holding onto outdated ideas can prevent growth, no matter how successful they once were.

Opportunities for Creativity: Tasks and Environments

Not all tasks are created equal when it comes to encouraging creativity. Tasks that are personally meaningful, open-ended, and allow multiple approaches are the ones that spark creative thought.

Social and professional environments also play a huge role. If you’re surrounded by people—colleagues, leaders, or even friends—who discourage new ideas or constantly shut them down, your creativity will naturally diminish. Support is crucial. Ideas need space and time to grow. If creativity is met with criticism or indifference, most people will simply stop trying.

On a larger scale, social systems matter too. When research isn’t funded, or when artistic expression is censored, creativity declines. While some creative expression might go underground and emerge in subversive forms (like satire), overall creative output suffers.

Time is also a factor. What was once considered innovative might now seem ordinary. 

Creativity is shaped by the problems and cultural context of the era. Tesla’s innovations were groundbreaking in the early 20th century, but the same efforts today wouldn’t carry the same impact. Every generation presents new problems—and new opportunities to be creative.

What Kind of Creativity Are We Talking About?

Once the right person, task, and environment come together, creativity is more likely to emerge. But not all creativity is equal—or even positive.

Some creative efforts are purely commercial, like marketing strategies that succeed financially but harm society (e.g., misleading pharmaceutical ads). This is what Sternberg refers to as transactional creativity—creative work done for a paycheck.

There’s also self-transformational creativity, which helps individuals grow, express themselves, and evolve on a personal level.

At the highest level, we find transformational creativity—the kind that aims to make a real, positive difference in the world. This is the kind of creativity that goes beyond the task at hand and seeks to shape the future.

In the end, creativity is not a magical trait that some people are born with. It’s a process that depends on how we think, what we’re working on, and where we are.

If we understand these conditions, we can make more space for creativity—in ourselves, in others, and in the world around us.