Creativity isn't about keeping to one blinkered view of 'how to' and 'shoulds'. It's a wellspring of experiences that can be gathered from many avenues of life.
I came to Marie Forleo initially for her business insights but she's also a very creative individual in not only her career but also her life in general. This entertaining and informative YouTube clip from Marie is about getting the mix right between authenticity and what your customers want. Have a look.