Society wants things done competently in the usual fashion. The risk factor is huge. If you think of a creative advertising campaign and it fails no one much cares. If you build a creative bridge and it collapses a lot of people care. The traditional mumbo-jumbo crazytivity approach to creativity is designed to put off engineers.
Engineers now see the logic for creativity.
They see the mathematical necessity for creativity. They appreciate the systematic approach of lateral thinking with its deliberate tools. The switch over can be very powerful and engineers become skilled in creativity. These are the things that I shall be talking about at the conference. I am going to offer to produce a module on 'creativity for engineering courses' - if sufficient universities are interested.