Creativity is very important for kids because it helps them show their thoughts and feelings, become more confident, and learn how to solve problems in smart and new ways. It also helps them stay curious and use their imagination, which is great for growing emotionally, learning better, and handling changes in life.
Creativity theory is all about understanding how people get new and original ideas, think differently about problems, and create amazing things. It looks at how our brain, feelings, and the people around us help us be creative in areas like art, science, and everyday life.
By learning how creativity works, we can find better ways to help children and adults become more creative at school, at work, and in the community. It also helps us build the right kind of places, tools, and support systems to solve problems and come up with great ideas.
In this article, we’ll learn about one of the most famous and interesting theories that explains how creativity really works.
1. Main Contributor, Background and Predecessor Theory, and Timeline of Sternberg & Lubart’s Investment Theory of Creativity
The Investment Theory of Creativity was developed by Robert J. Sternberg and Todd I. Lubart, both highly respected psychologists and researchers. They introduced this theory in the mid-1990s, with major publications around 1991 and 1995. Sternberg was already known for his work on intelligence and thinking, while Lubart specialized in creativity and giftedness.
Before their theory, most models focused on just one or two aspects of creativity—like personality, intelligence, or environment. Sternberg and Lubart wanted to create a more complete and practical model by combining several key elements. They were inspired by earlier theories like:
- Guilford’s model of divergent thinking (1950s)
- Amabile’s Componential Theory (1980s)
- Wallas’ four-stage process of creativity (1926)
Their unique idea was to compare creativity to smart investing in the stock market, which is why it is called the Investment Theory.
2. Core Ideas of Sternberg & Lubart’s Investment Theory of Creativity
The core idea of the theory is this:
“Creative people buy low and sell high in the world of ideas.”
This means that creative people tend to pursue unusual or unpopular ideas (buying low), develop them into something valuable, and then convince others of their importance (selling high). Just like investors who see value before others do, creative individuals take risks and believe in their ideas even when others do not.
According to Sternberg and Lubart, creativity is not based on one thing alone. Instead, it comes from the combination of six different resources. These are like the ingredients that must come together to create something original and useful.
3. Main Concepts, Components and Process of Sternberg & Lubart’s Investment Theory of Creativity
The theory includes six key components that all need to work together:
1. Intellectual Abilities
- This refers to the thinking skills needed to come up with new ideas and solve problems in smart ways.
- It includes analytical thinking, creative thinking, and practical intelligence.
- Creative people know when to use the right kind of thinking and how to see problems from different angles.
2. Knowledge
- To be creative in a field, a person needs to know a lot about it.
- For example, an inventor needs to understand science and technology.
- But too much fixed knowledge can also make people less open to new ideas. So, a balance is needed.
3. Thinking Styles
- This refers to how people like to think and make decisions.
- Creative people often prefer to think independently, take risks, and challenge the usual way of doing things.
- They are not afraid to go against the crowd.
4. Personality
- Certain personality traits help creativity, such as:
- Willingness to take risks
- Tolerance for ambiguity (being okay with not having clear answers)
- Perseverance (not giving up easily)
- Self-confidence
5. Motivation
- Like in Amabile’s theory, intrinsic motivation is very important.
- Creative people work on projects because they love them, not just for rewards or praise.
6. Environment
- The setting in which someone works can either support or block creativity.
- A good environment offers freedom, support, and encouragement for trying new ideas.
- This includes parents, teachers, friends, and workplaces.
Process of Creativity According to This Theory
- A person notices or creates an idea that others may think is strange or unimportant.
- They develop and improve the idea using their skills, knowledge, and passion.
- They promote or “sell” the idea to others so that it gains value and acceptance.
This process involves risk, effort, and persistence. Like investing, there is no guarantee of success, but the reward can be big if the idea succeeds.
4. One Example of Creativity Product Using Sternberg & Lubart’s Investment Theory of Creativity
Let’s take the example of the Post-it Note, invented by Spencer Silver and Art Fry at 3M:
- Intellectual Abilities: Silver discovered a low-stick adhesive. Fry figured out how it could be used as a bookmark that doesn’t fall.
- Knowledge: Both had strong knowledge in chemistry and product development.
- Thinking Style: They were open-minded and willing to explore a weird idea.
- Personality: They didn’t give up even when others didn’t see the value.
- Motivation: Fry personally wanted a solution to mark his hymnbook pages.
- Environment: 3M gave them time and resources to work on their ideas.
Result: A small, almost rejected idea became one of the most useful office products in the world—a perfect case of “buying low and selling high.”
5. Related Theories and Concepts of Sternberg & Lubart’s Investment Theory of Creativity
This theory connects well with several other creativity theories:
Amabile’s Componential Theory
- Both value intrinsic motivation and the role of the environment.
- Sternberg & Lubart add thinking styles and personality to the mix.
Guilford’s Divergent Thinking
- This is part of intellectual abilities, where multiple answers to a problem are explored.
Gardner’s Theory of Multiple Intelligences
- Suggests that people have different kinds of intelligence (like musical, logical, interpersonal).
- Sternberg & Lubart’s idea of “intellectual abilities” can include this variety.
Wallas’ Four-Stage Model
- Focuses on the stages of idea creation.
- Investment Theory focuses more on the resources and the courage to support original ideas.
Systems Model by Csikszentmihalyi
- Explains creativity as part of a system of field, domain, and individual.
- Investment theory supports this with the component of environment.
6. Limitation of Theory and Next Successor of Sternberg & Lubart’s Investment Theory of Creativity
Limitations
- Hard to Measure:
- Since it combines six areas, it’s hard to design one test that can measure creativity based on this theory.
- Focus on Individual:
- Like many theories, it looks mostly at individual creativity, not much at group or team creativity.
- Cultural Bias:
- The idea of “selling ideas” may fit more in Western, business-like cultures and less in traditional or collective societies.
- Overlap with Other Theories:
- Some critics say it is too broad and overlaps with many existing ideas, making it harder to use as a unique model.
Successor Theories and Updates
- WICS Model by Sternberg (2003):
- A new model combining Wisdom, Intelligence, and Creativity synthesized.
- Focuses more on using creativity to make the world a better place.
- Collaborative and Team Creativity Theories:
- Explore how creativity happens in groups, not just individuals.
- Dynamic and Systems-based Models:
- Combine personal traits, culture, and networks to explain how ideas spread and evolve.
7. Conclusion
Sternberg and Lubart’s Investment Theory of Creativity is a powerful model that shows how creative people think and act like smart investors. They choose ideas that others ignore, develop them with passion and skill, and then convince others of their value. The theory teaches us that creativity is not magic—it is a result of hard work, courage, knowledge, motivation, and the right environment.
This theory is especially helpful for teachers, parents, and leaders who want to support creative children and team members. It reminds us to look beyond popular opinions and believe in unusual ideas. While the theory has some limits, it is still one of the most well-known and useful models for understanding how creativity happens in the real world.
By encouraging kids and adults to invest in their ideas with confidence and patience, we can help them grow into creative thinkers who make a difference.