Jennifer Mueller is called The Bias Against Creativity: Why People Desire but Reject Creative Ideas. Mueller found that no matter how much we say we love creativity on a conscious level, we subconsciously despise and fear it because it presents a level of uncertainty. As human beings, we crave certain and predictable outcomes. And we have tendencies to cling onto traditions and conventional wisdom. That’s why there hasn’t been any world-changing idea in history that was initially met with universal approval.
