For creative organizations, the ideas and insights of their employees are of crucial importance. Most of the creativity research concentrates only on individual aspects of creativity. This paper also stresses the collective aspect of creativity in the organization. It studies how employees experience creativity and in what way they would support creative processes in their organization. The research material is from an action-based research project that tries to reveal innovation potential in all levels of the organization. According to the results, there is room for creativity in every job. However, creativity and especially the collective aspect of creativity in the organization are undervalued, though most of the work in the organization needs the expertise and creativity of many employees. This study also introduces the employee-driven way to support collective creativity in the organization.
Organizations need to be able to capitalize the diversity among their employees. However, organizations may face barriers to tapping into the diversity of their employees. Issues such as geographic distance, differences in organizational subcultures, and the lack of awareness of others with similar interests render, for example, idea generation difficult. In order to create possibilities for collective creativity, it could also be beneficial to have different kinds of roles in the organization. In the case organization, a special brokerage function was developed to connect different employees, groups, or departments and make them aware of the interests and difficulties of the other group and transfer best practices. This study implies that there is a need for brokers acting in a bridging role not only outside the organization but also inside the organization. It was also acknowledged that the role of the broker is demanding and should be supported by an activator at the organizational level.