Abstract Over the span of 36 years in rubber research and development, I was involved in a wide range of problems, some of which ended in frustration, others fortunately in success. Overall, during this entire period, I've had a whale of a good time. During these years nothing has provided me more satisfaction than working with creative people. And since this phenomenon of creativity is so important and yet so little understood, I thought I'd see whether from my own experience I could throw a little light on it today. My main qualification is that I have for years been interested in creativity, what it is, how it manifests itself, the type of people who exhibit it, and how they may be encouraged toward greater efficiency. Successful creativity, in general, involves conceiving new ideas and following them through to where they become potentially useful. It does not only mean the synthesis of a new chemical, but more broadly, the achieving of any new, not previously recognized, result. This might involve merely bringing together two well-known mechanical devices never before associated. For example, the electric blanket invented by Kearsley of General Electric: blankets and electric heating wire were well known, separately, but it took Kearsley's imagination to bring them together into a brand-new useful product. Many instances of creativity sart with Observation, the creative person being alert for new combinations and phenomena, being led on by his scientific Curiosity, aroused by his Imagination and Enthusiasm, and drawing upon his Memory, since creative thinking is frequenly no more than bringing together factors not hitherto associated. Among the requisite personal characteristics for creativity arc a prepared mind, a large range of skills and technical know-how, a certain mechanical ingenuity, and a favorable environment. The creative mind must, of course, have imagination, as well as enthusiam. Its results may range from discovering a whole new world of knowledge to merely inventing an easier way of doing an old job. To enhance the creativity of research personnel, management cannot impose a rigid application of job specialization and supervisory control, but must create a climate with such necessary freedom and flexibiliy as to be conducive to invention. Technological innovations can result from following various creativity routes which, for convenience here, I have divided into seven categories. For a clearer picture of how creativity manifests itself, let us examine some appropriate examples, based on projects with which I had direct personal contact. Of these examples, some are important, others relatively minor, the basis of selection being primarily suitability for illustrating various facets of creativity. These might be considered case histories, as it were, of creativity.