Creation is not an event but a process. Firms need to invest in expertise and exploration, and accept that there may be some wrong turns and dead ends along the way. Then there is a chance of producing something truly new and different.
The secret to unlocking creativity is not to look for more creative people, but to unlock more creativity from the people who already work for you. The same body of creativity research that finds no distinct “creative personality” is incredibly consistent about what leads to creative work, and they are all things you can implement within your team.