Inside the Box - People don’t actually like creativity.
http://www.slate.com/articles/health_and_science/science/2013/12/creativity_is_rejected_teachers_and_bosses_don_t_value_out_of_the_box_thinking.html
In the United States we are raised to appreciate the accomplishments of inventors and thinkerscreative people whose ideas have transformed our world. We celebrate the famously imaginative, the greatest artists and innovators from Van Gogh to Steve Jobs. Viewing the world creatively is supposed to be an asset, even a virtue. Online job boards burst with ads recruiting idea people and out of the box thinkers. We are taught that our own creativity will be celebrated as well, and that if we have good ideas, we will succeed.
Its all a lie. This is the thing about creativity that is rarely acknowledged: Most people dont actually like it. Studies confirm what many creative people have suspected all along: People are biased against creative thinking, despite all of their insistence otherwise.
Even people who say they are looking for creativity react negatively to creative ideas, as demonstrated in a 2011 study from the University of Pennsylvania. Uncertainty is an inherent part of new ideas, and its also something that most people would do almost anything to avoid. Peoples partiality toward certainty biases them against creative ideas and can interfere with their ability to even recognize creative ideas.