ABSTRACT
This second chapter on creativity in specific professional settings draws on interview and meeting data collected in a start-up, a workplace in which creativity and innovation play a key role. In examining language, discourse and alignment in the creative practice of the company, the chapter focuses in particular on the role played by the start-up founders and leaders. It continues to explore the role played by constraints and alignment in creativity, and finishes the chapter by reflecting on the differences observed in each of the professional settings: the care home and the start-up.
