Somebody once asked me, "Why spend so much time looking for creative solutions? The answer is -- creative solutions get you more mileage. And who wouldn't like to get three dollars worth of impact for every dollar spent.
News attracts readers, which is why new product announcements usually get high readership. But once a product has been out there, it's no longer news. To get the same readership for the same amount of dollars spent, you have to create news.
The best way to create news is to present something familiar in a new way. It could be a new perspective. Or a new relationship. A creative solution offers an element of surprise.
And what surprises people gets read and remembered.