The article problematizes in aphoristic condensation the heterogeneous concepts of creativity in philosophy, psychology and sociology and outlines their paradoxes. Creativity in these concepts is tied to the human potential to bring into being something new and to the capacity of drawing differences. In its contingency, creativity is ambivalent to a high degree--at one and the same time a desirable resource and a threatening potential. So on the one hand, creativity is meant to be mobilized and set free; on the other hand, it is meant to be controlled and reined in. The imperative of being creative is nowadays connected to the mobilization of the entrepreneurial self. Entrepreneurial action demands permanent innovation--and consequently ceaseless creative exertion. Everybody not only has to be simply creative, but more creative than the others.