"Creative" really needs to go back to being an adjective, not a noun.

"Creative" as a noun is slapped on to any and all marketing, regardless of merit. The industry has lost touch with its use as an adjective, one that distinguished between the run-of-the-mill and the creatively inspired. Making the term "creative" the filter again, the ambition, the adjective, not a meaningless noun, can only help make what we do (or what we can do) more sustainable.