As an architectural photographer I have to be creative on demand. This doesn't mean reinventing the wheel each time, just doing something marvelous, delightful or intriguing that hasn't been done a million times before.

http://sethgodin.typepad.com/seths_blog/2006/03/real_creativity.html

Real creativity

Where does it come from? What is it?
Well, if you're disheartened by my previous post about licensing your idea, here's the punchline: Real business creativity comes from boundaries.
Inventing something cool that can't be implemented isn't creative. It's mostly a waste.
I think that inventing the unimplementable is a fine hobby, but it's also a bit of a crutch. Yes, of course we need big visions and big ideas, but not at the expense of the stuff you can actually pull off.
So, let's get specific:
Posted
AuthorDean Birinyi