When judged at 39,000 feet, most businesses today operate under short-term pressure, namely the need to reduce costs and deliver increased quarterly earnings. As a result, CEOs become tacticians rather than the strategists and theoreticians they once were expected to be. Mix in the influences of homogenization and globalization, as well as the normal neuroses that prevail in the average corporate environment, and it's no wonder that creativity is nonexistent at worst or stifled at best. It's normally the progeny of risk-taking, mistake and an unrequited love for the atypical and the special. More often, it seems so simple and so obvious when viewed in retrospect.
Creative ideas require time to incubate and marinate.
So, don't rush the process. How about the correlation between tight production deadlines and the miserable quality of the average television sitcom. The best creativity comes when you empathize with your audience. You must see it through the targets' eyes. You have to inherit their skin.