“…However, the necessity of a double discovery, for change to occur, could mean that receivers of ideas need to have similar levels of creative capabilities in order to effectively discover value. Whereas creative collaboration, with recognisers in a domain, is currently considered prime facie evidence of the necessity of recognition for creativity to exist (McKerracher, 2016;Reisman, Keiser and Otti, 2016;Sarsani, 2008), the crucial advantage of this approach is that it follows that creative potential could be as needed as much within those tasked with the recognition and reception of ideas, as those who produce it. This opens a promising avenue of research into the role of active audiences, beyond that recognised within the literature on co-creation teams.…”