Until you give the people with inspiration a reason to reveal it. (4:15 into video above) That's a smart thing to recognize. Problem is, decisions get made by people watching the bottom line, and that's not inspired thinking. It's practical, it's necessary, it's logical, but it's hardly inspired. So what happens is that unilaterally, the least creative people get put in charge of deciding who is creative. From their perspective, creativity is about moving numbers around to make a bottom line work, whereas good art, good storytelling, is about producing emotion. Executives like track records, audiences are looking for something new.