One of the ideas I find particularly interesting here is that innovation, by itself, contains no value unless value is assigned to it. Innovation then, is not synonymous with creativity. Meaning found in the text or work is derived from the audience then, and not the author. The artwork and the audience communicate with one another and people derive an identity based on what of themselves they find in the work.
People become people through their engagement with their environment, and subsequently, with art. This communication with the creative aspects--i.e. the work "speaking" to the individual--is in a way illusion in the sense that is subjective. Two different people will communicate different with the same work. In another sense, however, it is very much real because the message cuts to the core of who the person is. If I read a poem and associate it with violence and you read it and associate with control, then where is that violence coming from? It comes from within.
Readers, sometimes seeing things in a piece that would frighten them if they thought it came from within, search for the author's motivation. They can pass the blame to another and not deal with the emotions stirred within. They can become excited by frantic scenes in a Stephen King novel and call the man deranged. But that text speaks to them, so who is deranged?
This internal voice, though, is not deranged in most cases. People are multi-faceted and in communicating with a work they are actually communicating with a part of themselves too often hidden. If they push themselves to find meaning, if they face it and do not back down, if they let that conversation happen, then there is the opportunity for real change and real creativity.
Creativity in this sense does not come from the author's pen or the painter's brush. Remember that creativity is only assigned to things of value and the audience places the value.
The best artwork and the best writing stirs emotions, makes people see the world in a new way and leaves them different. But it is only a conduit. If creativity is a light bulb, then the coil in the middle is the art. It stands there, dull and unlit. When an individual approaches that bulb, it is as if an electrical charge is waiting to jump on and complete the circuit, creating light--creativity. The conversation and the creativity happen because of the individual. Without the person, there is only darkness.