Purpose - The purpose of the paper is to demonstrate ways in which collective creativity and individual creativity exist in an "and/both" rather than in an "either/or" relationship. Design/methodology/approach - This study uses and interrelates a number of dualities using "metalectics", the principal task of which is to balance seemingly conflicting opposites by revealing them and locating them on their strengths. Findings - Collective creativity, as a bridging metaphor, renders itself as an oxymoron, both literally and as an outcome: where individual and collective creativity are dichotomised, diversity is treated as a constraint, and collaboration is confused with coordination. Research limitations/implications - An essential of creativity is deviancy, and that this has to be valued to bring about change. Practical implications - Heterogeneous communities of practice should not be confused with homogenous communities of practice because this causes artificial dialogues that destroy the very creativity they claim to ignite. Originality/value - The paper offers an alternative way of thinking, arguing for a move away from simplified, unbalanced perspectives of creativity that focus on one-dimensionality and asymmetry.
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