by Beverly Kaye and Beverly Olevin

Creativity is what brings energy and excitement to the workplace. It’s also what increases productivity, innovation, and gives organizations a strategic edge. And according to a recent IBM survey, more than 1500 Chief Executive Officers from 33 industries identify creativity as the skill most needed to be successful in today’s business world. That’s why it’s not only important but essential to teach people how to think creatively.

The Creative Style Profile is an assessment and workshop that helps people to improve their understanding of creativity and innovation and provides the means to build more powerful, collaborative relationships. The profile identifies a personal preference for one of five creative styles:

Perceptive-oriented, playful, observant, and light-hearted

Receptive-oriented, instinctual, imaginative, and insightful

Goal-oriented, entrepreneurial, adaptable, and motivated

Visually-oriented, artistic, detailed, and resourceful

Action-oriented, adventurous, risk-taking, and unconventional

Learning Outcomes

  • Discover one’s personal creative style
  • Learn how to enhance and utilize creative thinking
  • Understand how communication is affected by creative thinking styles
  • Recognize how creative styles influence teamwork
  • Learn how to collaborate with people who have different creative styles

The Creative Style Profile can help anyone better understand creativity and develop the skills needed to achieve greater personal and professional success. It equips people to see old things in new ways, increase the skills that lead to innovation, improve productivity, and build collaborative relationships.

How It Works
The Creative Style Profile can be used for both classroom training and self-study learning. It can also be used to determine a team’s creativity profile. The Facilitator Guide provides step-by-step instructions for administering the assessment and leading a half-day workshop. 

About the Authors

Beverly Kaye 
Beverly Kaye is the founder and CEO of Career Systems International, an organization that delivers talent management solutions focused on career development, retention and engagement, and mentoring to companies worldwide. She is the co-author of the bestseller Love 'Em or Lose 'Em: Getting Good People to Stay. Beverly is also the author of the classic Up Is Not the Only Way

Beverly Olevin
Beverly Olevin has more than 25 years of experience as a management consultant specializing in career development, diversity training, management training, human resources planning, and creativity. She has designed training instruments, games, and tools that have been widely used nationally as well as in Canada, Europe, Australia, and South America.

Product Type

Five personal creative styles

Number of Items


  • Connectors
  • Dreamers
  • Innovators
  • Builders
  • Explorers

Time Required
Assessment: 20 minutes
Interpretation: 1 hour
Workshop: Half day