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The identification of creative individuals, especially among consumers, who are increasingly asked by companies to be part of their innovation processes, is challenging. However, mental imagery seems to be strongly linked to creativity. An initial study shows that creative individuals (artists and inventors) are stronger image makers than ‘ordinary’ individuals (without particular creative skills). A second study highlights that students who are stronger image makers perform better in creative tasks than do weaker image makers. Mental imagery ability therefore appears to be a simple and easy way to identify creative individuals and presents an opportunity to enhance creativity.