Analysis of the peculiarities of the realization of creative potential in scientific and cognitive activity opens up an opportunity for society to optimize this process by creating favorable conditions for a heuristic breakthrough. What is our community interested in? CM Science today is the engine of progressive development. The purpose of the study is to identify the features of the creative personality, the types of perception of the environment by it, the positive and negative aspects of creative thinking. The author reveals the signs and factors of phenomenon creation in scientific and cognitive activity, identifies the main prerequisites for the emergence of the creative principle in scientific activity and art. The value of the heuristic ability of the human intellect to operate information "capital" is assessed, which is a prerequisite for productive creative thinking and disclosure of the creative potential of a person. The negative aspects of creative thinking and the main signs of “chaotic potential” that can occur in the consciousness of a creative person are analyzed. The degree of creativity is considered through the prism of non-standard thinking of the creator, whether it is a scientist or an artist. The signs of schizoid thinking, which is so often present in geniuses in all types of human activity, are analyzed. Two sides of the motivation of the creative personality are considered . The presented analysis of the psychological characteristics of the creator of new ideas can give impetus to the research creative potential of the scientist and create conditions for the highest degree of actualization of his creative capabilities. The results of the work may be useful for researchers in various fields of heuristics.