It didn't so much say that creativity as most think of it is a myth, but I'm convinced that and ride wear / decay combined killed the ride and pressure from executives never let the message it did say get said the same way ever again.
Creativity is just the result of all the environmental exposure, all of the ideas, influences, muses, and necessity needs combining through the analog supercomputer that is the human mind to result in an output that it finds either a solution or interesting enough to share with others. That's all creativity is. The same thing that we're trying to approach today with giant info-network models, curated data, and a loose prompt.
But at its core creativity is, at a practical level, just remixing ideas and applying some value metric against them.
Regarding the article, you can apply creative remixing at multiple levels so a creative nonfiction writer may start with fixed facts but can still remix the order, presentation, format, where to begin/end, etc.
Like when I read these comments I'm just left scratching my head and wondering, "what's the point here? Why assert that creativity is something narrow and well defined?" I don't per say think it's mystical, but it seems apparent to me it's quite subjective and broad. So I just don't really understand where you're both coming from. I'm open to hearing more about it.
I think the core of my objection is that I think creativity involves discovery as well as remixing. Often as a software engineer I'm assembling lego bricks other people have developed in order to build a new shape. That's straightforward remixing and I think it is a creative endeavor. But sometimes I come across something more challenging that requires experimentation and stumbling down wrong paths, until I discover an architecture that generalizes wonderfully and which addresses problems I haven't even considered yet. I'm a bit of a mathematical platonist, and I think that structure existed in some nonphysical way and that I uncovered it through empiricism and a pinch of cleverness. But I don't think it's really a product of my genius - I'm not all that smart - as much as that it's an almost inevitable result of how the universe works, a minima in some manifold that I was traveling down. I realize that might sound romantic or mystical, but that isn't how I see it.
How about the ability to create a new story?
Such 'new stories' always seem to build on old stories, however, and the attempts to create entirely novel creative works that don't relate to past history have never gained much traction. Avant-garde art, who remembers that? People want something to refer to, so it's always the fact that popular new works of art and music are derivative of past works in some sense.
Let's consider some of the great works of creative fiction and literature in recent human history, as examples. The Lord of the Rings and Dune come to mind, but if you read all their antecedent sources, you do find in that list the Bible and the Quran, respectively don't you?
Now about those ancient cuneiform tablets and their influence on their own derivative works, ahem.
Creativity is the persistent and powerful impulse to do something for the sake of doing it, not necessarily for money or attention, simply for the satisfaction of knowing once this didn't exist and now it does. That's all. Some people are intelligent, lucky, and hard working and may be they are Cervantes, Shakespeare, Beethoven, types, but that has to do with, I'd argue something separate from mere creativity...
I suppose it isn’t a limit of creativity that stops us creating utterly new stories, as much as that there aren’t really any completely new ones to be told.
I wouldn't be surprised if the book reviewed in the article is 100% correct and that the concept of creativity is just that, and it's really improper to think of it like some possessed "trait". I also wouldn't be surprised if the vast majority of people never learn or realize this and go on treating it as though it's some inherited special something. That's really how it is with all psychological concepts. Intelligence and mind emerge in an environment they aren't some weird, immutable properties you are or aren't born with. We are a mixture of genetic templating and environmental feedback and constant adaptation. This is why IQ tests are moronic. This is also why it's silly to ask if machines "think". Cognitive systems think. Humans and a variety of other organisms and tools form cognitive systems. We are nothing without our inputs and milieu.
As often seen, whatever it takes to limit or inhibit creativity altogether, too much of the time there's more than enough to prevail.
Seems like that's a kind of surplus most worthy of complaint.