Introduction. The article analyzes the factors that create a demand for innovative development of the economy: the low level of innovativeness and labor productivity, the growth of bureaucracy in management. The demand of innovative economy for creative personnel is discussed. Theoretical analysis. It is shown that enterprises and organizations do not need so much creative as innovative personnel who may not participate in the creation of something new, but are busy implementing and adopting rapidly developing and fundamentally changing production and managerial technologies. Such personnel can work without distress in the organizational environment with the characteristics of instability, uncertainty, complexity, and ambiguity typical of the VUCA world. The use of theoretical modeling method allowed to develop a typology of personality with a combination of qualities of creativity and innovativeness: conservator, adaptor, creator of ideas and creative innovator, their characteristics are given. The key role of adaptors and creative innovators for enterprises of innovation economy is shown. The author considers the existing limits of personality formation with creative and innovative qualities. Conclusion. The characteristics of organizational culture that contributes to the development of personnel innovativeness were defined. The approaches to the improvement of corporate training, which removes the barriers of innovativeness are proposed.