This is pretty amusing, and not, I think, accurate, at least about Shakespeare. Shakespeare's education, for instance, included languages (especially Latin), translation of materials from the classics into English and back again, familiarity with the Bible, history, etc. See: http://www.william-shakespeare.info/william-shakespeare-biography-childhood-and-education.htm
Yes, I think creativity is harder than it looks. See my post a couple of days ago trying to document the creative process of solving a math optimization problem. I think there has to be a good bit of domain-specific knowledge in place in order to be effectively creative. But I'd also say we tend to focus on the first part of that at the expense of the second part.