The creativity myth

From Exploding the creativity myth by Tony Veale:
“Creativity is surprising and refreshing and sometimes even shocking because it is a fundamentally disruptive phenomenon. Creative thinkers achieve outcomes that often seem obvious after the act of creation, but these outcomes are far from obvious before the creative act. Producers and consumers thus play very different roles in linguistic creativity. A consumer comprehends a finished product, and works backwards from there to appreciate the creative choices that informed its production. In contrast, producers start with an empty page or blank screen, and must identify and pursue those choices for themselves.”

He has a point. In my opinion, the conceptual field belongs to no one although artists lay claim to it as a possession that is their exclusive domain.