Someone will still come first and someone last, but not necessarily the same person as before. It is the same with creativity. If we do nothing about it, then we can only depend on natural talent. But if we develop formal techniques and offer training in these techniques, then everyone will be much more creative than before. Some people will still be more creative than others, as with any acquired skill.
Creativity comes from rebels.
Rebels are creative because rebels want to be different. They are not much good at playing the game everyone else is playing. They may not even want to play the game at all. They want to play their own game. This has been a good starting point for creativity in the past.