Stephen Shapiro has studied
goal orientated behavior and creativity.
The results?
“The more creative the work,
the less motivation required
to hit peak levels of performance.
Studies reveal that creativity diminishes
when individuals are rewarded
(externally motivated)
for doing their work.
Why?
The desire to achieve the goal
overtakes the personal interest in the endeavor.
A myopic focus on the outcome
overshadows the intellectual stimulation
of the process.
As a result, risk taking becomes reduced
and creativity vanishes.”
That is why
often companies separate the creativity process
and action taking
(either with different people,
a lag in time between the two parts,
or by some other means).
We come up with ideas, simply ideas.
We test them using concept and idea screeners.
Eventually we take action.
But the two processes are separated.
This is what happens in the writing world too.
An established author will flesh out
several ideas,
pitch them,
and months later, write one or two or all of them.
There is a lag.
Being creative and taking action on the same day
usually means less than original solutions.