In David Burkus’ new book, The Myths of Creativity, he tackles the mousetrap myth (“If you build a better mousetrap, the world will beat a path to your door.”) head on:

Of all the myths of creativity, the Mousetrap Myth is perhaps the most stifling to innovation because it doesn’t concern generating ideas. Rather, it affects how ideas are implemented. It’s not enough for an organization to have creative people; it has to develop a culture that doesn’t reject great ideas. It’s not enough for people to learn how to be more creative; they also need to be persistent through the rejection they might face. . .

We don’t just need more great ideas; we need to spread the great ideas we already have.

Read more on creativity myths and buy the book here.

This post originally appeared on 99u.com.

Sasha VanHoven is the assistant editor of 99u.com.

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