If someone comes up with an idea that enhances another idea in progress in an unexpected direction, the value to the work is expanded and in turn, the agency’s value to the client is strengthened. This is not limited to the creative department. Great ideas come from all directions. In particular, the media department or an account manager or strategists can shed light on the creative product from fresh and unexpected directions. All along the way and when celebrating a win, everyone feels an investment in what the agency produces so the culture is fortified.