In America we are raised to appreciate the accomplishments of inventors and thinkers—creative 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. We celebrate creative people, but the thing we celebrate is the after-effect.