Chasing “creativity” is like chasing a freakishly fast, mystical beast.
“Be creative!” is like telling someone to be rich or famous. We might all like those results, but they are just that, results.
However, artists and designers are judged by the amount of creativity they are perceived to have; as though there were purses with varying amounts of creativity attached to their belts. The fear of not having enough creativity can be paralyzing and it is easy to fall prey to the illusion that it is something that can be obtained outright. It is tempting to run off in pursuit of the specter instead of investing in the process.