Recent studies of creativity have emphasized the role played by social institutions in legitimating novelty. This study explored an aspect of the relationship between society and the innovator that has not been looked at before-the problem-posing role of consumers. Certain segments of society experience emerging conditions before others. Innovators in contact with these advanced consumers tend to be among the first to discover important new problems. This article defines consumers at the forefront of their fields as problem pioneers. Its premise is that creative innovators connect with problem pioneers. Interview data from a study of eminent persons are used to explore where contact with problem pioneers has led innovators to creative achievements in both commercial and scientific spheres. Examining the role of problem pioneers in creative innovation may enrich our theoretical understanding of the creative process and point to new means by which to help people manifest their creative potential.
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