We conduct generative interviews and participant observation to identify and vocabularize the creative aspects at stake in the everyday work of a company. The method of describing creative drivers in an organization intends to enrich language and awareness about idea work in a company not necessarily being in the “creative industry”.

The Create project was initiated to enhance Statoil’s oil exploration creativity and throughout a five year-period the geologists have co-developed multiple generations of creative drivers together with our researchers - how do we work at our best?

The learning that results from discussing and developing these drivers trigger action and new thinking: How to promote and strengthen this driver in everyday work?