We crave order. It’s how our brains are wired. Even in the face of something as complex and difficult to quantify as creativity, our natural desire is to represent it as a straight line. As far back as 1926 when psychologists first attempted to map out the creative process to modern innovation frameworks, nearly every model starts with discovering a problem and ends with proving your solution is correct. There’s only one problem. Creativity, and specifically business innovation, are never orderly.