CREATIVITY AND CREATIVE POTENTIAL: STRUCTURAL-CONTENT ANALYSIS AND IMPACT ON INNOVATIVE DEVELOPMENT

Abstract

The article reveals the essence and content of the concepts of «creativity» and «creative potential», which are key categories in the modern context of innovative development of enterprises. The importance of developing creative potential for ensuring innovative development of enterprises is emphasized, which requires a comprehensive understanding of the nature of creativity as a phenomenon. The scientific approaches to the interpretation of creativity, given in the works of both domestic and foreign scientists, are analyzed. The main characteristics of creativity are highlighted, including: the presence of creative qualities, the ability to generate new ideas, social significance, cognitive abilities, intellectual qualities, emotional-volitional characteristics, and flexibility of thinking. Based on the analysis, the author's definition of creativity is formulated as an actualized integral characteristic, which includes intellectual, emotional-volitional, social, cognitive abilities, motivation for self-realization and individuality, and provides the ability to original, flexible and socially-oriented problem solving, generation of new ideas and creation of new products aimed at achieving socially significant results in various fields of activity. Special attention is paid to the distinction between the concepts of «creativity» and «creative potential», which are often identified in the scientific literature. It is determined that creativity is a direct manifestation of an individual's abilities in the process of creating new ideas or products, while creative potential is a set of not yet fully realized or actualized abilities that serve as a resource for the manifestation of creativity. It is proposed to understand creative potential as an actualized and potential integral characteristic that encompasses the totality of its intellectual, emotional-volitional, social and cognitive abilities, and determines the ability and readiness, with proper motivation, for self-realization, original, flexible and socially-oriented problem solving, generation of new ideas and creation of new products aimed at achieving socially significant results in various areas of activity. The article substantiates that effective management of the innovative activities of an enterprise is impossible without the development of the creative potential of personnel, which is a prerequisite for achieving the innovative sustainability of the enterprise.