7. Tell and embody powerful and purposeful stories. The role of hero/heroine stories and the efforts in keeping the company's innovative vision and history alive, also reinforce creative processes. This is all part of 'thinking for the long term' (Sternberg and Lubart, 1995). In the new product design consultancies that we have studied, designers often utilize colleagues that have created breakthrough concepts, recall the professionalism and ethos of certain senior members of staff and discuss myths about the first days of the company and the creative activities that led to its success, Zien and Buckler (2004) argue that keeping these stories alive is critical in sustaining creative cultures.