innovation and creativity in Post-Fordist Capitalism

There is no point to expand on the whole critique that Shaviro develops for Boutang's latest book Le Capitalisme cognitif, But I would like to focus on a very crucial point that Shaviro makes clear in his text: "we shouldn't buy uncritically on the current capitalist mythology of "innovation" and "creativity"- without thinking through what it might mean to detach these notions from their association with start-ups and marketing plans and advertising campaigns (and how this might be done)". Shaviro will bring into the discourse the work by Whitehead and Deleuze which I also find very important in order to re-conceptualize innovation and creativity.