A fundamental tension exists in creativity between novelty and similarity. This paper exploits this tension to help creators craft successful projects in crowdfunding. To do so, we apply the concept of combinatorial creativity, analyzing each new project in connection to prior similar projects. By using machine learning techniques (Word2vec and Word Mover’s Distance), we measure the degrees of similarity between crowdfunding projects on Kickstarter. We analyze how this similarity pattern relates to a project’s funding performance. We _nd: (i) the prior level of success of similar projects strongly predicts a new project’s funding performance, (ii) the funding performance increases with a balance between being novel and imitative, (iii) the optimal level for funding goal is close to the funds raised by prior similar projects, and (iv) the funding performance increases with a balance between atypical and conventional imitation. We use these _ndings to generate actionable recommendations for project creators and crowdfunding platforms.

在新颖性和相似性之间，创造力存在根本的张力。本文利用这种张力来帮助创作者制定众筹成功的项目。为此，我们应用组合创造力的概念，分析每个新项目与先前的类似项目。通过使用机器学习技术（Word2vec和Word Mover的距离），我们可以在Kickstarter上衡量众筹项目之间的相似程度。我们分析了这种相似性模式与项目的资金绩效之间的关系。我们发现：（i）先前类似项目成功的水平有力地预测了新项目的融资绩效；（ii）融资绩效的提高是新颖与模仿之间的平衡；（iii）融资目标的最佳水平接近先前类似项目筹集的资金，（iv）在非典型模仿和传统模仿之间取得平衡的同时，筹资表现也有所提高。我们使用这些_ndings为项目创建者和众筹平台生成可行的建议。