I enjoyed Rovy’s little rant. I agree that the lack of creativity is not rooted in the ISD process, but rather it is rooted in the lack of a design culture among LPs. We are taught how to develop things and then we follow the ADDIE recipe (or whichever flavor we favor). We have taken all the creativity out of design and turned this into learning science. We lose the artistry so that we have become cooks instead of being chefs.