In the target article, "Where does creativity fit into a productivist industrial model of knowledge production?", Ghassib (2010) invites the reader to step back and consider some long term historical and socio-cultural trends concerning the field of science and its relationships to society. This perspective suggests that science has evolved to become an industry which is central to economic growth, engaging large sectors of the workforce. According to Ghassib (2010), science has become the dominant mental paradigm of our times. Within this analysis, the concept of creativity plays an important role. Science is by its nature a creative endeavour. The result of a scientific process is new knowledge, new methods, and subsequently after application, new inventions, new products, and advances for society. Thus, the business of science is the creation of new knowledge, a creative endeavour just as much as artistic or literary work.