What do you define as creativity then? You could say that the majority of writing is composing sentences with nouns and verbs if you look at it from such a low level. (or that artists are just applying specialized techniques to add to or subtract from a medium).

I suppose that you could leave the creativity in engineering to other people (designers, product managers, etc), but my experience has been that you end up a far better product when you engage developers early on in the brainstorming and product planning process and let them help decide what the product should be.