The best way to use creativity in a strategic (and impactful) way is to approach outside of silos and not impose a process on those who are making things happen. Most CEOs would benefit from "going back on the street", as well as your managers and directors. Most of those people who don't understand the inner workings of the machinery should take fifteen minutes to watch - even if it's not your job. The base level of how and who makes things work is your core. This is John Jay of W+K speaking.