On the Origin of Species of Ideas: The Role of Randomness and Selectiveness in Creativity

Justin Berg, Ph.D. Student in Management and Adam Grant, Professor of Management

Abstract: This research is aimed at understanding the conditions under which randomness vs. selectiveness is more or less conducive to creativity in organizations. In a series of experiments, the study will test the effectiveness of random (chance-based) approaches vs. selective (skill-based) approaches to developing creative ideas. In so doing, the research will build knowledge that helps employees and managers generate and identify creative ideas more efficiently.