Carl Jung, Swiss psychiatrist and psychoanalyst, coined the term ‘shadow self’ in reference to parts of our personality that are buried deep within our psyche, essentially, our blind spots. He argued that we are somewhat controlled by what remains in the shadows which robs us of personal autonomy, and it is only when we become aware, accept, and integrate these hidden traits of ourselves that we become whole, integral human beings. This got me thinking, what is ‘the shadow side’ of flourishing? What lies beneath, hidden and unspoken in innovation and growth discourses? What aspects are we neglecting that need to be integrated by design? This provocation argues for the need to integrate these ‘shadow’ aspects as an essential part of creativity and innovation processes.