Digital filters are everywhere.

Photo filters are the norm. Video can be easily filtered in real-time. Vocal filters and voice-changers are a thing too.

These settings are all at our fingertips. Press a button, apply a filter.

What we don’t have, however, is a button to push to make our ideas better.

We can’t simply apply effects to an idea to make it some version of beautiful.

Ideation and innovation still need our intellectual and emotional commitment. We haven’t automated, “make my idea better.” That’s still going to take the magic that’s born of the creative process.