ABSTRACT
In this chapter, the author shows that he/she doesn't like being referred to as a Finnish superstar of the future, but he was very inspired by the conversation around creativity, innovation, and what he calls "the land of lost ambition." He talks about creative cultures, and presents a way to get away from the cult of the individual in the thinking around creativity. The author often suggests the people to start exploring their own discomfort. The chapter focused on the notion of the singular genius coming up with a singular idea, when the real issue of creativity—particularly in organizations—is how we can create a fertile environment for ideas, one where they are engaged with, nurtured, and cared for. Once upon a time, innovation stood for "What miracles can we achieve?!" Today, many companies see it as just something to churn out. It doesn't matter if it's a real innovation or if it creates significant, valuable change.
