Creative Vs innovative.

Creativity takes risk. After the .com bubble creativity died as a business proposition.

Innovative sounds like creative until really thinking about it. Innovation takes little risk. It's ideal for low interest rate low risk appetite boring post 2005 world, and after 2009 perfect for cheap money that demands no return and gives no risk premium.

Which is why this article is late. Innovation and boring have run their course. Risk premium is back, and with it the freedom to be creative, disruptive, and take a little risk. In software terms, that means products, not just an extra spinning widget in JS.