…if you already know everything there is to know. But, if like me, there is a lot you don’t know, then the creative process can be a good way to explore territory off of the beaten path.
The creative process also isn’t useful if you are not interested in making a change or doing something out of the norm. If you want to stick with the status quo, keep doing what you are doing. But, if you need to change to stay in business, then creative thought can provide the spark that you need.
And finally, being creative is not worth much if your clients, or audience, want you to keep doing the same thing over and over. Why disappoint them? But, if you are expected to move beyond the predictable, to add some surprise and delight to people’s lives, then making creativity a focus can pay dividends.