Abstract
The article demonstrates that unlike reproductive productivity, creative labor possesses the character of repeatedly increasing production (and/or consumption) efficiency due to positive external effects from creative activity, making “creative multiplier.” It follows from this that the key element determining economy efficiency at the both - micro and macro levels is creative human potential reproduction – worker’s ability to perform creative activity. The human role and place in reproduction scheme in the creative economy has been clarified: in addition to labor (substitutable labor in A. Freeman’s terminology), which forms variable capital v, human can also make a creative multiplier representing new social productive force. The use of creative multiplier allows to increase productivity - at the same (or lower) capital and labor costs.
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