Creativity

Creators pay with effort. They put in the work to create a product in the hopes the audience consumes and engages with it. Audience members, on the other side of this interaction, pay for this effort with attention.

one of the latest big theories in neuroscience says that humans are fundamentally creatures of prediction, and not only is creativity not at odds with that, but it actually goes hand in hand with improving our predictive power. Life itself, in this view, is one big process of creatively optimizing prediction as a survival strategy in a universe... See more