The present paper seeks to explore the phenomenon of linguistic creativity. Over the years there have been numerous theoretical and experimental studies on the topic of language and creativity. However, among the research papers few discuss linguistic creativity in cognitive and communicative aspects, which are of particular relevance to the current study. The findings are discussed in the light of cognitive-discursive approach. In today’s world violations of norms are manifested at all levels of a language and in almost all types of discourse. The existing standards determine the use of language tools in accordance with the rules of a language, its laws of register, genre, code, function, rules regarding the appropriateness of language units, their collocability, derivation, etc., as well as, in a broader sense, with the objectives of communication. Taking into account the latter statement, the question arises if a linguistic personality should prioritize the choice of preserving the linguistic norm or violate it in their lingua-creative activity to achieve a particular goal of communication. A lingua-creative personality while searching for a name to some innovative mental formations, those that have not yet been verbalized by linguistic means, either produces novel linguistic units and categories by further exploiting the productive potential of a language; or rethinks the existing models, bending the rules and norms of a language; or violates those rules and norms.