Creativity versus innovation
In our thinking model of innovation, the first few steps have to do with creating new ideas. Creativity is a significant part of those steps. Without a good creative culture, most ideas get shot down or never even generated. Too many firms actively discourage creativity, thinking that it hampers "real" work. Those firms settle for incremental innovation if any innovation at all.
However, no matter how creative a firm may be, if the ideas are generated but never evaluated or converted to new products or services, they are merely interesting artifacts. Value is generated by taking a creative new idea and moving it through a series of gates or stages to produce a new product or service or business model and launch that new "thing" into the market. How many people have said they "invented" the latest new gadget or fad, only they never found the time to actually develop the product. They had the idea, but never took the idea to fruition. That's the difference between creativity and innovation.
Creativity is important - don't get me wrong, but innovation, as defined as bringing new ideas to market in the form of new product and services - is what generates the ultimate value. Innovation could be thought of as harnessing the creative energy and moving those great new ideas through a defined set of processes to an ultimately valuable conclusion.
So, when you are considering the training and capabilities necessary to help your firm generate new products and services, consider both the creativity capability and the innovation process. Just don't think they are the same thing.