Creativity needs to be skilfully managed, not simply embraced. What is required isn’t just a readiness to consider new ideas but the ability to recognise and assess their potential, to decide which to back and to put them into effect.
From the Cox Report's section called Raising Awareness and Changing Behaviour http://www.hm-treasury.gov.uk./media/1/2/coxreview-chap4rasingawareness.pdf
I appreciate and agree that creativity needs to be skillfully managed (as well as embraced). And in the report it gets to the point that it's about design management style 'management' to move that forward. He refers to DM as "managing creativity" throughout the report. It's not the term I'd choose but it'll do, it makes the point well enough.
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