These days, every company is looking to be as efficient as possible, and milk* is too, but we’re careful to make sure there’s room for creativity. We found this piece in the Harvard Business Review that pretty well sums up our challenge. While highly efficient people move quickly through tasks is a systematic way, creativity needs time to grow. It’s hard to systemize something that needs to be different every time. According to hbr.org, creativity is fundamentally about knowledge. Learning a little bit about a lot of things is perhaps the best part of advertising. Taking the time to try different possibilities can be a lot of fun. Frustratingly, ideas can lead down a blind alley, but mostly they lead to brilliance. See if this rings true for you at hbr.org.