To get to the heart of the matter, we might take a bold step and define
creativity as a force that reduces the amount of effort required to achieve
something, transforming those rules and traditions that would otherwise
make the process more laborious. Our common sense tells us that creativity works against rules and regulations, traditions, bureaucracies and
habits. Creative individuals may be involved in literary or artistic pursuits;
they may be working in an advertising agency or on a factory assembly
line; but none of this will change the most obvious feature of the nature
of creativity. In this context, “creative labour” becomes an inherently oxymoronic concept