The real answer is that if “creativity” is even on your radar as a virtue or a goal or, Heaven forbid, an aspiration, you’re already hopelessly lost. I knew as soon as I read the title of this article that it would be about marketing. Why? Because only in the world of marketing could something as profound and subversive as independent thought be shrunk into something so trivial and instrumental as “creativity.”
You will never find a musician, artist, poet, or novelist stressing over “creativity.” The word is not even in our vocabularies. We are too busy making things. We worry over whether our work is significant, if it’s good, if it’s sincere, if it affects people. The only people who worry about being “creative” are those that don’t have anything important to say in the first place. The goal is not to come up with something, anything to say. If it’s not important, simply don’t say anything. True artists also know when to stay silent.