In regards to marketing,
Creativity and innovation amount to a few sparks of an idea and then a lot of hard work. The condition of creative and new, are always arrived at with a thought process first. It must be seen in the mind's eye before it can be expressed in any other form. Our minds must be free to think and see, rather than stifled -- and that's where your ideas will work and are applicable.
Sometimes it's referred to as "headroom," and "space" ... meaning the freedom to think out of the box and apply "what if" scenarios to a particular concept or task.
Once this happens there must be communication channels that allow for its expression and therefore it behooves us to create that "communication space" for our teams. Let's say we come up with a whole bunch of ideas. Actual articulation and expression of the ideas can be the hardest part of the entire process.
Question: What do you suppose is the best way for the team to arrive at their expression of "new?"