The trouble with much of the advice business is getting today about the need to be more vigorously creative is, essentially, that its advocates have generally failed to distinguish between the relatively easy process of being creative in the abstract and the infinitely more difficult process of being innovationist in the concrete.
Theodore LevittYou want to dig your well where you have the best chance of finding water with the least amount of digging
Theodore LevittCreative people tend to pass the responsibility for getting down to brass tacks to others.
Theodore Levitt