Against ‘creativity’: a philistine rant

The aspiration to be creative seems today to be more or less compulsory in an increasing number of areas of life. In psychological vocabularies, in economic life, in education and beyond, the values of creativity have taken on the force of a moral agenda. Yet creativity is a value which, though we may believe we choose it ourselves, may in fact make us complicit with what today might be seen as the most conservative of norms: compulsory individualism, compulsory ‘innovation’, compulsory performativity and productiveness, the compulsory valorization of the putatively new. This article suggests that, in order to escape the moralizing injunction to be creative, we need to cultivate a kind of ethical philistinism, albeit disaggregating such philistinism from the negativism of outright cynicism or fatuity. However, there is not much use in outlining an abstract model of philistinism. Instead, we take some ‘exemplars ’ of a philistine attitude to creativity – Gilles Deleuze, F. R. Leavis, and Paul Cézanne – in order to show how such an ethos can be accomplished, on the one hand, with or without philosophy, and, on the other, with or without even the very idea of creativity itself, invoking instead the notions of ‘inventiveness ’ and an ‘ethics of inertia ’ as against creativity as such. The message should be that, rather than this or that theory, only exemplars – the bit-by-bit assembly of reminders – can help liberate us from the potentially moronic consequences of the doctrine of creativity