Recognizing and nurturing creativity among employees is crucial for business success, with research showing that companies scoring higher in creativity also experience better revenue growth and shareholder returns. However, a study by Markus Baer and Dirk Deichmann highlights that focusing recognition solely on creative success can have unintended consequences, hindering creativity in the long run. Their findings emphasize the need for a balanced approach to recognition that encourages innovation without stifling creative potential.