People tend to think of creativity as a mysterious solo act, and they typically reduce products to a single idea. However in complex product development, creativity involves a large number of people from different disciplines working effectively together to solve a great many problems. The director and the other creative leaders of a production do not come up with all the ideas on their own; rather, every single member of the production group makes suggestions. Creativity must be present at every level of every artistic and technical part of the organization. The leaders sort through a mass of ideas to find the ones that fit into a coherent whole—that support the story—which is a very difficult task.
If you want to be original, you have to accept the uncertainty, even when it’s uncomfortable, and have the capability to recover when your organization takes a big risk and fails. What’s the key to being able to recover? Talented people!