For creatives of today and tomorrow, it’s time to face our own personal disruption, which is being caused by the accelerating change around us. Whether you’re at an agency, consultancy, client or somewhere else, the creative department and its role in transforming brands has fundamentally changed. Just as marketing and advertising have evolved in the past 15 years to become different industries, it’s time to step up and rethink the role that creatives and more importantly, creativity, play in transforming businesses. This redefinition will require letting go of old-world creative paradigms, such as chasing recognition by a jury of our peers (did I actually say that?) and realizing the new, unchartered problem-solving potential that informed creativity can play.