Technology is becoming a commodity because it can be bought off the shelf and incremental changes do not make a fundamental difference. If all the cooks have the same ingredients and the same cooking skill, then only creativity will put the ingredients together in a new way. On a personal level, if your job does not require creativity then you are replaceable by a computer. Neural networks, expert systems and other integrative devices can fill any gap between input sensing and output decisions. They have their advertising people promote them as the 'creative organisation' - because that is easier to do.
Most corporations treat creativity as something peripheral to the maintenance mode.
Creativity is far too often regarded as a matter of employing creative people and letting them work in a favourable environment. There is a lot of rubbish written about creativity. Most of it is of the inspirational variety filled with descriptive anecdotes which tell how someone had some idea. This has very little practical value. Then there is the old fashioned notion of brainstorming which is very weak.