The winner is the chef who takes the same ingredients as everyone else and produces the best results.
Creativity makes life more fun and more interesting.
Creativity and lateral thinking have exactly the same basis as humour.
Once a new idea springs into existence, it cannot be unthought. There is a sense of immortality in a new idea.
What is urgent will always take precedence over what is important.
It is better to have enough ideas for some of them to be wrong, than to be always right by having no ideas at all.