Creative operations comprise more than process; they're about culture.  Think of kombucha, fermented tea made with sugar and a SCOBY (symbiotic colony of bacteria and yeast). SCOBYs are literal bacterial cultures with the viscosity of human mucus and the sliminess of human relationships. Icky as they sound, SCOBYs are the crucial ingredient that led to a $2B market for kombucha, a transformed drink that's sweet, sour, and everything in between. Like SCOBYs, you're designing the environment for something really wonderful or edgy to emerge from your base ingredients. Small interactions add up. Extra spices thrown into your fermentation bring richness and complexity to your final product — they just take time to work their magic. After all, [[Squishiness is strategic too]]. Existing company culture will likely not be designed for content success from the day you walk in. Like fermenting, you use what you have to produce something new and unusual. Yes, cultivating a healthy culture is a slow process. [[Defining your narrative is really asking - how do you build an integrated business?]] But as fermentation and its SCOBY mascot show, the transformation that occurs after a long-term investment bears fruit is worth the wait.