Creativity gives new forms, new patterns, new ideas, new art forms. And we don't know where creativity comes from. Is it inspired from above? Welling up from below? Picked up from the air? What? Creativity is a mystery wherever you encounter it.
When people see one of these new forms of art for the first time, often they can't make sense of it. Then, if it's around long enough, a lot of people get used to it and it becomes assimilated into culture. So there's a morphic field both for the kind of art and for the appreciation of it.
Not every good idea survives. Not every new form of art is repeated. Not every new potential instinct is successful. Only the successful ones get repeated. By natural selection and then through repetition they become probable, more habitual.
A lot of us have all sorts of ideas, and we select some rather than others and give expression to those... and some works of art are more successful than others. Some languish in obscurity and are never heard of again, while others form the foundation of a whole school of art.