Creativity, innovation, and initiative are psychological processes that facilitate the transformation of individual work roles, teams, and organisations into desired future states. Therefore, the present paper focuses on potential research trends in this increasingly important area. Specifically, we identify three substantive gaps reflecting the needs for greater process differentiation, concept integration, and cross-cultural analysis. First, potential differential antecedents of specific creativity or innovation phases have received insufficient attention. Second, the creativity and innovation research domain may benefit from an integration of recently developed proactivity concepts such as personal initiative and voice behavior. Third, cross-cultural differences in values, motivational orientations, and leadership preferences may determine how creativity and innovation are enacted and cultivated across the globe. With respect to each of these future challenges, we provide suggestions for theoretical and empirical advancements and discuss potential practical and methodological developments.