Creativity and innovation, often paired together, have become key strategic pillars for organizations to differentiate unique products or services. Creativity includes pinpointing a new concept or plan through techniques such as reframing, story telling, imagery, extended exposure opportunities, and more. Innovation is the execution of the creative concept or plan. Organizations that leverage innovation typically pull away from, rather than chase, competitors. Investments in centers of innovation, research facilities, and internal games/ competitions have continued to increase.