I was rereading Adobe's State of Create study (2012) today and was struck by how much of a "creativity gap" there is. 80% of people surveyed agreed that creativity is key to driving economic growth, yet only 1 in 4 people feel that they are living up to their creative potential. The problem, it seems, is that there is increasing pressure to be productive rather than creative at work.
This stems from the risk averse nature of many businesses. When the going gets tough we tend to become more introspective, focusing on squeezing more out of what we're doing now rather than thinking creatively about what else we could be doing.
When thinking about your strategy consider the Opportunity cost of every decision you make – yes, you might be able to squeeze an extra 2% out of what you are doing now but that might mean you miss the opportunity to get a 20% lift by doing some thing different.