For me, the most important thing is that I compare it to the mechanism israel telephone directory of a vaccine, which, when a new virus appears, will allow the body to fight it efficiently.
Creativity is the vaccine for B2B organizations to face the changes of their clients, of the clients of their clients (consumers), of trends, etc.
changes are not seen as quickly as in B2C. The fact of not being in direct contact with the final consumer means that it takes a while to detect changes. For this reason, I believe that B2B companies have to be active in order not to find themselves facing changes without the ability to react.
This ability to react is Creativity activated in culture from B2B and Industrial Marketing, for example, and beyond communication.