Creativity on Demand

Stewart Wills

The myths of the “creative genius” and the “Eureka moment” in science.

EinsteinGenerating creative ideas, says author Dennis Sherwood, doesn’t mean you need to be an Einstein. [Hulton Archive / Stringer / Getty Images]

When we talk about creativity, the metaphors usually are all about sudden illumination—the spark of an idea; the “Eureka” moment. And the knack for generating such ideas, it seems, is reserved for certain gifted “creative geniuses.”

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