There's a lot of advice out there about "how to be creative." On the surface, this sounds great - everybody wants to come up with useful and profitable ideas, right? But when I look more closely at this kind of advice, and what drives us to seek it out, I feel concerned. On one level, none of us needs to be taught how to create. In every moment, we're creating (or, at least, playing a part in creating) our lives. We're choosing where to go, what to eat, what to say in a conversation, and so on. We make many of these choices unconsciously, but that doesn't change the fact that we make them.