Summary: From the world of science to the world of advertising, there is increasing pressure to provide creative ideas. Yet, when everything comes together, and campaigns and ads need approval, we all see the same old stuff. Why? From researchers at Cornell, University of Pennsylvania, and University of North Carolina, the reason we reject creative ideas is mostly due to uncertainty. We are unable to pair up “practicality” with our new ideas. New ideas involve the unknown and society is afraid to be wrong.