The mechanics of creativity are actually pretty dull, I think. Creative people are dull, too. My most creative endeavors were either accidents or the result of unremarkable, unannounced work.
Apple exemplifies creativity in two key ways:
- They combine elements into previously nonexistent forms without asking anyone’s permission or acceptance.
- They don’t tell anyone until they’re done and ready to ship.
I’ve never been in Apple’s shop, but I bet it doesn’t look like Willy Wonka’s Chocolate Factory. Creativity isn’t magic.