I have been working alot lately with teams in creative professions.  Those maintaining a competitive advantage appear better at staying in the creative zone - whether consciously or not.

Marla M. Capozzi, Renée Dye, and Amy Howe share their insights for 'getting and staying in the zone' in McKinsey Quarterly.  Some great ideas here, including "immersing your people in unexpected environments, confronting ingrained orthodoxies, using analogies, and challenging your organization to overcome difficult constraints" Read more here

And when you're done with that, if you haven't yet watched Daniel Pink's "Drive - The Surprising Truth About What Motivates Us" its a real treat.