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Big Ideas

5 Creativity Myths You Probably Believe

Creativity isn't the result of a high IQ or being "right-brained." Before you get set to work on your next project, know what's actually holding you back and what's all in your head.

Let’s start with a fact: We are all capable of conceiving new, useful ideas. Unfortunately our chances of doing this are hampered by a few stubborn myths.

These misconceptions cloak creativity in mystique and they foster elitism—the idea that the potential for innovation and imagination is a rare gift enjoyed by only a select few “creative types.” Here we debunk five persistent myths that misrepresent the true neuroscience and psychology of creativity.

[Editor’s Note: This essay was adapted from Christian’s new book Great Myths of the Brain available on Amazon.]

Myth 1: To be creative you need to be right-brained.

Illustration: Alejandro Torres

Illustration: Alejandro Torres

Here, the trope of the “creative type” joins forces with classic neuro-bunk. This myth says some of us are logical and analytical because we are left-brain dominant, whereas others are creative and imaginative because they are right-brained.

It’s a harmful idea because it suggests that if you have the wrong kind of brain, you can’t be creative. The myth is often applied to specific groups, providing a spurious neuroscience foundation for old, divisive stereotypes, as in the 2009 book: War in the boardroom: Why left-brain management and right-brain marketing don’t see eye to eye.

It’s true that the two brain hemispheres do function differently, but crucially they are joined by massive bundles of nerve fibers and most mental functions involve the two hemispheres working together. When it comes to creativity, yes, there’s research showing that the right hemisphere is important for problem solving, but there’s also evidence that the left-hemisphere is adept at story-telling.

Not only is it a simplification to label creativity as the exclusive domain of the right-brain, it’s also mistaken to claim that some people are right-brained and some people left-brained. In 2013, researchers scanned the brains of over a thousand people and found no evidence for this way of categorizing people. Calling someone right-brained” or “left-brained” is as useful as saying that someone is Virgo or Pisces.

Creativity isn’t the preserve of one side of the brain, and it isn’t a talent confined to people with a special kind of brain. Real neuroscience says: if you’re human and you’ve got a brain, you’re capable of being creative.

Calling someone right-brained” or “left-brained” is as useful as saying that someone is Virgo or Pisces.

Myth 2: You’ve got to hope for a “Eureka!” moment

Illustration: Alejandro Torres

Illustration: Alejandro Torres

Michael Jackson once described how the bass line for his mega hit “Billie Jean” fell into his lap, as if a gift from God. It’s a modern equivalent of the apocryphal tale about Newton discovering the law of gravity when an apple fell and hit him on the head.

This myth of sudden creative epiphanies is seductive because often it feels as if ideas do arrive in a flash of genius. However, such moments belie the hard work and perseverance that’s needed for them to occur in the first place.

It’s well documented that Jackson was one of the hardest working, most perfection-seeking artists in the entertainment industry. Newton was obsessed by his work and had been thinking about gravitational forces long before the apple incident.

Newton was obsessed by his work and had been thinking about gravitational forces long before the apple incident.

The trouble with the myth of the Eureka moment is that encourages the belief that creativity is a passive process. It suggests you have to wait and hope that you’ll make a breakthrough. It’s true that the final moment of insight often comes as a surprise— a spurt of inspiration rising suddenly from the geyser of the unconscious. But crucially, for this to happen, your unconscious mind needs material to work with. It cannot sift and recombine ideas—a process known as “incubation”—if you don’t first put in the hard work of studying and mastering your field and exposing yourself to different perspectives. That Eureka moment is actually the last step in a long, involved process and not the only step.

Myth 3: Creative people are lone, eccentric geniuses

Illustration: Alejandro Torres

Illustration: Alejandro Torres

When many of us imagine a creative person, we picture a lonely angst-ridden artist or poet. Indeed, research published this year showed that people judge creative work as higher quality and more valuable if they’re told that the person who produced it was eccentric. This is a stereotype and it’s unhelpful because it suggests the route to innovation is to cut oneself off from colleagues and collaboration.

The reality, as David Burkus explains in Myths of Creativity, is that “creativity is a team sport.” Burkus describes how the prolific American inventor Thomas Edison—popularly depicted as a lone genius—was in fact supported by a group of engineers and scientists known as “the muckers.” Similarly, Michelangelo didn’t paint the Sistine chapel on his own; a team of talented artists assisted him.

For more evidence on the importance of collaboration and teamwork for creativity, consider the fact that a greater number of patents are registered by cities that feature a high density of creativity professionals. It’s encounters between fertile minds that breeds innovation, not hiding away like a hermit.

A related misconception about creative people is that they are geniuses with rare intellect. A classic study makes nonsense of this idea. Back in the 1920s the psychologist Lewis Terman began monitoring a group of the very brightest children in California. He watched as they grew into adults and their careers developed. None went on to be highly creative. As the neuroscientist Nancy Andreasen told The Atlantic earlier this year, “a crucial conclusion from Terman’s study is that having a high IQ is not equivalent to being highly creative.” You need a modest amount of intelligence to be creative, but extremely high IQ is neither sufficient nor necessary for being an innovator.

Having a high IQ is not equivalent to being highly creative.

Myth 4: You need external incentives to help you be creative

Illustration: Alejandro Torres

Illustration: Alejandro Torres

In many realms of work, it makes sense to think that the more reward you offer someone, the better job they’ll do. When it comes to creative output, this isn’t necessarily the case. In fact the opposite may be true. Research suggests that work driven by internal ambition and reward—in other words for the sheer joy and satisfaction of doing it—tends to lead to more original and imaginative end results than work fueled by the promise of external gain, such as money or kudos.

There are many examples of this principle. Among the most compelling is a study of artists and sculptors by Teresa Amabile at Harvard Business School. She asked these creatives to provide examples of works they’d produced for their own pleasure and others they’d produced for a fee. All the works were then judged by a panel who were ignorant of who’d produced what, and ignorant of which pieces of art had been commissioned and which had been created for sheer pleasure. The striking result was the pieces of art created by the artists for their own pleasure received consistently higher quality ratings from the judges.

It was a similar story when Amabile asked female college students to create paper collages. Half of them were told that they would be judged on the quality of their output, whereas the others thought the purpose of the study was completely unrelated to the art they produced. The finding here was the women produced better quality collages when they thought they weren’t being judged—another example of how we’re more creative when we’re driven by intrinsic motivation rather than by external reward. As Alfie Kohn, the author of Punished by Rewards, puts it: “It is simply not possible to bribe people to be creative.”

It is simply not possible to bribe people to be creative

Myth 5: Brainstorming is the best way to be creative together

Illustration: Alejandro Torres

Illustration: Alejandro Torres

We already heard that the notion of the creative lone genius is a myth. The most useful, innovative ideas usually arise from a meeting of minds. Unfortunately, a persistent myth in this regard is that the best way to come up with ideas together is to embark on a classic brainstorming session. Usually this means that a group is faced with a problem and they attempt to solve it by sitting around the table throwing ideas at each other.

This process is extremely popular, especially in corporate industries, and yet time and again research has shown that people in fact come up with more numerous and better quality ideas when they initially work alone, than when they go straight into a brainstorm.

This may sound like a contradiction of the myth of the lone genius, but the important point here is that people need time to work alone first, and only then should the collaborative process begin. Group brainstorming is an effective way to share and merge people’s ideas and solutions (and it’s worth remembering that many of the most important inventions and innovations are combinations of existing ideas), but it’s the wrong way to come up with ideas in the first place, and it certainly shouldn’t be the end of the creative process. After creative cross-pollination people need time alone to reflect and meld other people’s insights with their own.

It’s also important to conduct brainstorming sessions in the right way. Groups need to guard against those dominant characters who shoot down other people’s ideas; and more passive individuals need to be encouraged to share their thoughts without fear of being judged or ridiculed.


The potential for productive imagination lies in all of us. But it doesn’t come without effort. We must balance time alone with collaboration. We must research, listen and meet with others, sowing the seeds of fresh thinking in our minds. Prepare the ground with care and you’ll be rewarded with the growth of new ideas.

More Posts by Christian Jarrett

Dr. Christian Jarrett seeks out exciting new research and showcases its relevance for life. A psychologist turned writer, he’s a senior editor at Aeon. His next book will be about personality change. He is @Psych_Writer on Twitter.

Comments (30)
  • Kevin Laprocino

    In my own, short, experience, collaboration is one of the most underrated keys to creativity. True innovation came from the combination of hard work from many people. The idea that there is one true visionary leading the way towards mankind’s greatest endeavors is just silly. Einstein had mathematicians working with him. Jobs had Wozniak, Ive and many others supporting his work. Elon Musk has scores of engineers, scientists, and people pushing his inventions forward. These creatives put in hard work and provide the conviction to push their teams forward. But I think our culture has come to glorify the lone genius archetype, captured in movies like A Beautiful Mind, Good Will Hunting, Sherlock Holmes, James Bond, Harry Potter etc. where one mind saves the world/leads a movement/creates something and makes it seem like they did it on their own.

    • bsaunders

      You can work with someone without being in the same room. How has it come to be that people who feed off of social contact have framed this as the only way to function?!

    • Gerrit Snel

      The innovation comes from a vision and focus. Jobs created alone. His vision, his focus. Sure other people contribute but their contribution is seldom what makes the difference. All real innovations came from one person with an idea and a vison and the guts to resist all the counter forces. For the development they need others but they are the ones that keep the focus and set trough.

  • Corey Alexander

    I find that brainstorming sessions are enormously helpful to my creative team as long as they are reigned in and don’t become unfocused or overly time consuming. It is hard for me to accept that an initial collaborative brainstorming session is actually bad or counterproductive. I will have to pay closer attention to this next time we kick off a creative project.

  • Rukari Asheber

    Thank you for sharing this! I really enjoyed the part about seclusion and creative people being loners. “It’s encounters between fertile minds that breeds innovation, not hiding away like a hermit.” I believe that we are the culmination of our experiences and interactions shared with other people. Perceptions and creative innovation can alter based on who you choose to be around. You don’t have to be alone to be creative, but remember to allow the company of those that offer your creative enrichment.

    • bsaunders

      One problem is a continuing fear – yes, fear – of people who like to spend time alone! For me, it’s a dosage issue. I enjoy engaging with others. But spending several hours of the day in solitude and another several in company is not “hiding away like a hermit.” seems to be a push not just for collaborating on ideas or sharing goals but for being in near constant social contact with other people.

      • Rukari Asheber

        Oh, I agree with you. I believe in moderation, so when I said, “hiding ware like a hermit,” it was only quoting the author. I consider myself an introvert at times, so I usually reserve time to myself. I often say, “too much of anything isn’t good for you.” and I thought that point about seclusion really struck a cord.

  • Inge Leonora-den Ouden

    Thank you! This is very good information!

  • curious

    “This process is extremely popular, especially in corporate industries, and yet time and again research has shown that people in fact come up with more numerous and better quality ideas when they initially work alone, than when they go straight into a brainstorm.”
    Some reference for this?
    what research?

  • Jey Van-Sharp

    Totally agree. We have one brain and [we] benefit greatly when we use [it], and “not so much” when we rely on half-truths and myths to be our guide. Knowledge is rennissance. Encouraged Ignorance is darkness. Great post.

    • Hercules

      What is rennissance?

  • Steve Simms

    There is a free flowing creativity inside all of us, if we but tap into it!

  • 권순철

    I definitely thank your opinion about ‘creativity’.
    I will show your words to my friends in korea

  • Peter Schreck

    Hi Christian,

    your myth-busting No.1 “To be creative you need to be right-brained.” might be true but i totally miss at least some explanation that for many people it is very hard to trust their emotions & intuition. Therefore your myth-busting feels somehow counter-productive for me. Could you maybe add some explanation, why you think it is important to realise that we have a brain with two sides and that each side has important talents to bring to the creative process. In my opinion there is a big need for creative processes that understand how to combine these talents into 1 whole mind.

  • Scott Brown

    WHAT!? You mean having a guitar in my office doesn’t make me creative? -Most of the advertising industry.

  • Daniel Williamson

    The secret ingredient for creativity is “WORK”. Try it. It works!

  • Dana

    “Similarly, Michelangelo didn’t paint the Sistine chapel on his own; a team of talented artists assisted him.”

    I’m going to be pretty nitpicky here, but while it’s true that Michelangelo started the ceiling with a team of assistants, he fired them all after the completion of the first panel (the one depicting the Flood). This is why it took over 4 years for the frescoes to be completed, at the great frustration of Pope Julius II. He painted over much of the assistants’ work, which later caused massive problems in terms of longevity, and most of it has undergone serious flaking and damage. The work that remains shows a drastic stylistic difference between the assistants’ work and Michelangelo’s solo work.

    In conclusion, I agree with the overall message of the section—but Michelangelo quite famously did NOT play well with others.

  • Scott

    in Myth #4, I think there’s a key component the author is leaving out: oftentimes, the creative person ISN’T in control of the outcome. He/she may be pouring out heaping gobs of creativity, but unfortunately the benefactor also sees this as their opportunity to be creative. Frequently, as a creative-for-hire, I’ve simply become someone else’s ‘hands’. They can’t do what I can do, have little to no experience doing it, and yet mysteriously they seem to think they can be more of an expert than I am on how to do my job. Naturally, this affects the outcome and could lead an outsider to think: “well, the stuff he does for hire isn’t nearly as good as the stuff he does for himself”. This happens in cinema all the time and has even lead to the ‘Alan Smithee’ moniker left as the director’s name in credits.

  • Orion

    What’s this ‘right way’ to brainstorm might I ask?

  • Amanda Munster

    Great read! I’ve always disagreed with a few of these myths.

  • Kent Fredric

    Edward De Bono’s ( The guy who coined the term lateral thinking ) views and methods to derive creativity I’ve found interesting and insightful. You can get a good summary of approaches and techniques here: , and the cited books really expand on that and explain why these concepts work the way they do.

    -> Brainstorming is still vertical thinking, so without a way to think laterally and create ideas out of the void to put in your brainstorm, you’re going to have very un-insightful and uncreative brainstorms.

    • Ari Tulla

      Love that lateral thinking approach – thanks for sharing! Have you tried practicing those “lateral thinking puzzles” linked further down? Would be interested in the outcome/effectiveness.

  • David

    Well, the true genius often is a loner, simply because he ore she is just very different and highly sensitive. Its a big difference – especially in todays society – in being a creative person out to ”make it”, and creating becouse one just have to, and wanting to do this in a new way.

  • Tim Monk

    good points and well-written. thank you.

  • toni

    Thankyou Christian!!
    Se penso a tutte le notti che ho perso per un progetto per trovare una soluzione. tutte le persone che hanno collaborato in tutti questi anni ti ringraziano. Il nostro è un lavoro e non c’è niente di casuale o magico in quello che facciamo ma solo tanta passione e studio.

  • Web Outsourcing Gateway

    Nice. This article is so informative and helpful. It helps us to open our minds from the myths that we used to believe before. Thanks for this.

  • erika senft miller

    Great overview of how the stories we tell ourselves direct us deeper into the story line. Seems so easy to “just” pause and shift the storyline…. thought precedes action in movement and in creating.

  • Joanna Oliver

    Very interesting, thanks 🙂

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