Big companies rarely ask their sales reps what they think of the design team’s new work—but maybe they should.
It’s virtually an article of faith that creativity is essential in business. But what’s often missed—even amid the chatter around startups’ edge in innovation—is how small companies can often gain a creative lead, too. To be sure, innovative thinking demands creative thinking, but it’s a mistake to conflate the two, which often underestimates small companies’ strategic advantages.
