Creativity has become a highly desirable commodity, and it can be argued that the challenges we face as a species will require a great deal more of it. Taking a social constructionist perspective, creativity is described as having a coherent and knowable cultural form within any particular society, although currently ignored. Further, the social construction of identity is reviewed, and creative identity is presented as a fundamental condition for maximizing individual, and in aggregate, societal creative potential. In light of new quantitative research stating that less than half of us believe we are creative; a multi-method qualitative study was conducted to better understand this outcome, and the personal, social and cultural factors that influence the construction of a “non- creative” identity the marginalized majority. New insights and explanatory frameworks are presented and leveraged in the design of organizational and cultural interventions that encourage the emergence of a more inclusive “Creativity Culture.