The term tension is from the 1530s, "a stretched condition," from Middle French tension (16c.) or directly from Latin tensionem (nominative tensio) "a stretching" (in Medieval Latin "a struggle, contest"), noun of state from tensus, past participle of tendere "to stretch."
To create something interesting is to create some tension. Creativity happens when responding to a problem. Find some imbalance in the market, product, customer, or competitor to create a story. Do not be boring. Rubber bands do not like to break. Tension works.
Stretching conditions, a tension in the slipstream, struggle to create