Deconstructing divisions : cultural schismogeneses as sources of creativity in organizations

Drawing on Gregory Bateson’s theory of cultural schismogenesis, the authors analyse such processes within two organizations: the Birdwatching and Bird Study Association of Slovenia and VU University Amsterdam. Both cases illustrate internal cultural divisions typical for non-profit organizations whose goals go beyond optimizing financial profits and can thus be interpreted in various, sometimes conflicting, ways. The article demonstrates how organizational members, through continuous processes of creative deconstruction, transform organizations by simultaneously creating both schisms and coalitions. This shows that, although cultural divisions may at first glance seem destructive, they are at the same time sources of creativity that permit organizational renewal and growth