If you want a creative organization, inaction is the worst kind of failure – and the only kind that deserves to be punished. Researcher Dean Keith Simonton provides strong evidence from multiple studies that creativity results from action. Renowned geniuses like Picasso, da Vinci, and physicist Richard Feynman didn’t succeed at a higher rate than their peers. They simply produced more, which meant that they had far more successes and failures than their unheralded colleagues. In every occupation Simonton studied, from composers, artists, and poets to inventors and scientists, the story is the same: Creativity is a function of the quantity of work produced. These findings mean that measuring whether people are doing something-or nothing-is one of the ways to assess the performance of people who do creative work. Companies should demote, transfer, and even fire those who spend day after day talking about and planning what they are going to do but never do anything.