It could be that the idea of creative planning is an oxymoron. After all, does not creativity come from problems to solve? The possibly worst idea, however, is that creativity is simply utility. Task is often coldly machine-like. Creativity, when it is truly firing on all cylinders, is magic.
There are mechanical, technical tasks in creative endeavors–as is true in any endeavor. The difference is that what drives creativity is the substance of dreams. The more dreaming about the possible pervades a team, the freer the flow of envisioning how that dream can become a building, an experience, or a song.