Recently I came across an article on Creativity and Business Innovation . While
I think this is a great article, and I agree that creativity without business purpose is a useless endeavor. However, I think it does not give enough credit to the creative thinking that is needed to pull together the disparate pieces of information and put them together around a smart business model and good product design that provides real value to the customer. This is not "uncreative" and it does not happen in companies that only know how to execute in an "efficiency" paradigm
