"Football players are not very creative, " says Mr. Torres, who first began working with athletes after a chance run-in a decade ago with former Real Madrid star Fernando Hierro at a Madrid clothing store.

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There are very few people left in the world who think that it will, or at least not without aggressive new cuts or some very creative accounting.

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And many places are doing very creative things in tough economic times -- not everybody, but a lot.

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Junior lawyers, who sweat over contracts that seem far from creative, are not convinced that lawyering is so very special.

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I'm wondering if you could speak to what might be the differences between somebody who is talented as a writer, and some examples of someone like that, as opposed to somebody who may be very well skilled but not have the talent to put out the creative material.

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Ella Paneyakh, a sociologist and legal expert at Russia's European University in St Petersburg, said the case illustrated how in President Vladimir Putin's Russia "they are getting very creative, interpreting the law very literally, in a way which does not correspond to the spirit of the law".

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In that context, your decision on whether or not to participate in the social revolution could very well determine the role your company plays in the ongoing cycle of creative destruction: will your company be among those that have the insights and depth of engagement to create the new, or will your company simply be among those that get pushed aside and rendered irrelevant?

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