Speed and urgency. Promoting behaviours that support speed and urgency is also important for translating ideas into innovations after the initial experimentation be made quickly. Norms like speed, a sense of urgency and commitment to meeting deadlines (even if teams need to work long hours to achieve their goals) are important (Tushman and O'Reilly, 2002). Although issues of work-life balance are receiving greater attention in creative environments, it is not uncommon for designers to work long hours. The designers that we have interviewed usually talk about this with enthusiasm rather than disappointment. It seems that the creative hype and the magic of discovering and delivering something new and novel drives people to excel and redefines 'acceptable' working hours.