Even in the face of something as complex and difficult to quantify as creativity, our natural desire is to represent it as a straight line. As far back as 1926 when psychologists first attempted to map out the creative process to modern innovation frameworks, nearly every model starts with discovering a problem and ends with proving your solution is correct.
Whether you’re writing a book, developing a revolutionary business idea, or rebranding your company, there are false starts and dead ends. They are a natural part of the process, but they aren’t captured in a traditional linear mindset of creativity. These false starts and dead ends feel like failure to be avoided at all costs. As a result, thinkers choose safer ideas that are more likely to lead to a “success,” even if it yields a smaller return. In baseball terms, they’re so afraid to strike out, they’ll bunt instead of swinging for the fences.