The problem in the world today is that we only see the final product - the amazing movie, the super-efficient vacuum cleaner, the vogue theory. What we don’t see is the deeper story of how these innovations emerge. The tales we tell about creativity overlook this, too. We think of Archimedes shouting “eureka” or Newton being hit on the head by the apple and instantaneously inventing the theory of gravity. But these stories are pure fiction. They get the direction of creativity the wrong way around.