“Corporations spend a great deal of money and time trying to increase the originality of their employees, hoping thereby to get a competitive edge in the marketplace. But such programs make no difference unless management also learns to recognize the valuable ideas among the many novel ones, and then finds ways of implementing them.
“In order to survive, cultures must eliminate most of the new ideas their members produce. Cultures are conservative, and for good reason. No culture could assimilate all the novelty people produce without dissolving into chaos.
“There is no way to know whether a thought is new except with reference to some standards, and there is no way to tell whether it is valuable until it passes social evaluation. Therefore, creativity does not happen inside people’s heads, but in the interaction between a person’s thoughts and a sociocultural context.
“It is a systemic rather than an individual phenomenon.
“Who is right: the individual who believes in his or her own creativity, or the social milieu that denies it?
“Great art and great science involve a leap of imagination into a world that is different from the present. The rest of society often views these new ideas as fantasies without relevance to current reality. And they are right. But the whole point of art and science is to go beyond what we now consider real, and create a new reality.
At the same time, this ‘escape’ is not into a never-never land. What makes a novel idea creative is that once we see it, sooner or later we recognize that, strange as it is, it is true.”