Abstract: This article challenges the misconception that creativity thrives without structure, instead arguing that "innovation fatigue" can only be overcome through disciplined approaches to organizational creativity. The article presents a comprehensive framework for sustainable innovation that includes establishing clear strategic objectives, implementing structured processes with helpful boundaries, maintaining team enthusiasm through deliberate engagement tactics, carefully managing implementation phases, and fostering conditions for continuous creativity. Drawing on research from Amabile and others, alongside practical case studies from various industries, the piece demonstrates how thoughtfully applied structure and process—rather than diminishing creative potential—actually maximize innovation outcomes while preventing burnout. The article ultimately contends that organizations embracing this disciplined approach to creativity will develop a sustainable competitive advantage in today's disruptive business environment.
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