US CHIEF CREATIVE OFFICER, MOA NETTO, EXPLAINS WHY CREATIVITY IS UNCOMFORTABLE, BUT CRUCIAL

"Let's start at the beginning, with an inconvenient truth.

People often reject creative ideas, even while expressing that creativity is their desired goal. Why? Put simply, anything that's out of the norm—or creative, so to speak—makes us a bit uncomfortable. In fact, a study conducted by Cornell University showed there is actually a negative bias toward creativity. They monitored people's brains when exposed to creative thinking and found that the creative ideas that were shared provoked similar reactions to hearing the words "poison," "agony" and "vomit." 

So that now makes me a chief vomit officer. Brilliant.

One might ask: If there is a natural barrier to creativity, why do we still need it?"

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