Why is it so hard to get people to consider new solutions and ideas?
Stephen Shapiro and I talk about what people REALLY think about creativity.
Most people would probably say, “Sure, I think creativity is important!”
But just because somebody says they want a creative solution—and even if somebody believes they want it—doesn’t mean they really want it at a deep, subconscious level.
There’s something about creativity that we seem to reject. Why?
Because things that are new or different feel risky. And our brains are wired for survival, not innovation.
So if something doesn’t feel similar to the past, on a subconscious level we’ll want to reject it.