Creative is a key word. It is all about making life more creative. That means for one thing that it is something one is doing or generating actively, not just something one is the passive and powerless recipient of. It also means that it is about something new, unique and different. Doing the same old thing is not creative.
Creativity is simultaneous with discovery.
You actively discover something new and you are just as surprised as everybody else. There is no inherent spiritual value in being a polite, secure, well-rounded, middle class human being like everybody else. Doesn't score any points in the big picture, except to the degree that you find a unique way of doing so. Anybody can live life creatively. Any reason why one couldn't is only an apparency.