Here's an interesting article from the Collective Hub on Why Creativity has Nothing to Do With Being Creative. In this post, Bridget De Maine interviews Nicole Velik. Here's just one of the interesting points that Velik makes:
"The trick is to break our familiar thinking patterns. As humans, we want to take the path of least resistance and that often means rehashing old ideas – ideas that worked in the past."
"If we’re rehashing old ideas, we’ll never come up with anything truly innovative. The more you work in the same job or on the same brand or product, it becomes increasingly difficult to come up with fresh ideas."
Take a few minutes to read the complete article.