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Creativity goes hand-in-hand with innovation, and it’s hardly possible to imagine a startup without a spark of creative thought. IT demands creativity like few other fields because projects involve the design of original and unique solutions. If your team lacks the necessary creative muscle, any high-uncertainty task may cause them to fold or follow an old and familiar pattern, however unsuitable it may be for the project in hand. Creativity provides the freedom of means that distinguishes truly great results and products.