For decades, creativity has been on ‘everybody’s mind’, as a celebration of modernity and the future, promising (alongside other twenty-first-century skills) to deliver on future prosperity and societal development. Or just to change your life for the better, according to the self-help books that algorithms have bombard me with over the years. This perspective is distinctly different to creativity in the realm of the arts, and the figure of the artist, of the previous centuries: a difference that Margaret Boden (1994) speaks of as that between P-creativity—referring to acts that are novel or original for the individual—and H-creativity—referring to acts or ideas that originate for the first time in history. Think of Kant’s discussions of artistic genius. What both perspectives share, however, is a sense of creativity as virtuous personal attribute. Creativity, in this sense, is not only the ability to solve problems, but the very solution to the problems themselves.