There is broad agreement among executives on the importance of innovation and creativity in organizations. The paper aimed to provide information on the effectiveness of a new cognitive style inventory, the Productive‐Reproductive Thinking Inventory (P‐R), in identifying people with creative problem‐solving potential. Participants completed the P‐R Inventory, Kirton's Adaption‐Innovation Inventory (KAI), the Assimilator‐Explorer Inventory, self‐rating of insight problem‐solving, and a battery of insight problem‐solving tasks under controlled conditions. The P‐R scale was a significant predictor of problem‐solving performance and insight self‐ratings and correlated significantly with KAI and AE scores. In addition, the results supported distinguishing two types of reproductive thinking which are differentially associated with insight performance. The distinction was supported by confirmatory factor analysis and structural equation models. Using controlled conditions may limit the generality of the findings and further research should be carried out in applied settings. The P‐R inventory is short and easily administered and may provide HR professionals with a useful screening tool for assessing creative problem‐solving potential. The measure differs from the KAI in several ways that may offer advantages for creativity researchers in that it is non‐proprietary, based on well‐established psychological constructs, and is more particularly applicable to insight problem‐solving.