"There is a mythology that surrounds creativity. Cultures develop myths when they can't rely on existing knowledge to explain the world around them. They are developed and passed down in an effort to explain why certain mysterious events occur, or to affirm how we should behave and think. Creativity is no different. These myths were prevalent almost everywhere I looked—everywhere except in the most innovative companies and people. If we want to be more creative, if we want our organizations to be more innovative, then we have to learn from these companies and individuals, use the wealth of empirical research at hand, and rewrite the myths of creativity."