While the individual factors that influence creativity and idea submissions are widely studied, we know surprisingly little about the factors and mechanisms that shape why people engage in creative behavior over time and how organizations can create the conditions that lead to the sustained generation of ideas. In this sub-plenary session, we bring together several esteemed panelists to discuss their perspectives on how sustained creativity can be accomplished so that it “goes a long way”. We reflect on the causes that some individuals continually generate novel ideas while others fail to do so and discuss potential interventions that could revitalize someone’s creativity.