And know that 95% of the time you are acting out through your sub-conscious mind; as in, the conditional or habitual mind. You are only aware of your thoughts and actions 5% of the time. In other words, you use your conscious mind only 5% of the time. Our sub-conscious mind is where we store our memories and we act by going into this mind most of the time. And it's conditional, highly habitual and reflective. The sub-conscious mind tends to reflect on things rather than creating new thoughts. For example, the reason why they say that Andy is very creative on court and a tactician is because most of the time, he's working towards a point during a match and coming up with new ideas as opposed to, say Federer or Nadal, who tends to play more towards a scripted game. Andy tends to adjust his game according to his opponents whereas the other three are less creative as they tend to play the same game against all opponents and the win/loss depends highly on the percentage of game they play on that particular day.
Anyway, bottom line is, we are highly a creature of habit and creativity is something we avoid because it requires spontaneous thinking. Fundamentally we are all equally capable of it, but most times, we are just plain lazy and rely on our habits rather than being creative about our thoughts/actions etc.