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Does Creativity Repulse You? Research Suggests It Might. Uncertainty is part of any creative process, but humans are hardwired to avoid the discomfort of doubt.

By Matt Richtel

This story appears in the June 2022 issue of Entrepreneur. Subscribe »

Nicolás Ortega

So you want to be a creator?

You have ideas. You think of them before you go to sleep. You've mentioned them at cocktail parties, to your spouse, to friends who have started businesses, to fellow engineers, to people who play guitar or do comedy at open mic nights. You have a family member who is a screenwriter. You've heard yourself say sheepishly, "I've had this idea…" or "Can I tell you my idea…" and then your voice peters out.

Or maybe you're not sure you have ideas. You sense that there could be one or two innovations in your pocket.

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