It means something completely different for each and every individual For one it may mean; 'The same as the competitors have, but different'.
To others it may mean; 'The same as we've had for the last twenty years, but not quite'.
99% will want something they recognize from experience.
It has been alleged that Procter & Gamble's maxim is 'Creativity with a Precedent'.
Only one in thousands will really mean; 'Give me something I haven't seen before'.
If you need to be creative for someone else, find out exactly what they mean by the word 'creative'.
It's probably different from your definition.
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