At a recent presentation I provided an overview of the MTA commercialization process. I explained our structured approach of moving companies down the pathway box by box from idea to feasibility to development and market entry. Then a question took me aback. An audience member appreciated how we had a structured process, but questioned where the creativity fit into the structured process. This feedback was great and helped remind me the importance of what happens within those boxes as we work to advance our clients forward. The conversation which ensued focussed on the amount of creativity, problem solving and communication required to advance a company from feasibility to development. There were great examples by all sharing experiences of the problems encountered and the solutions implemented. A useful analogy was that the commercialization is a roadmap which lays out the road one must travel, but it is the driver and passengers who need to adjust to snowy road conditions, avoid when the moose crosses the highway, and makes sure the radio station is tuned in so all enjoy the trip and prevent internal conflict. The idea of a structured map within which creativity occurs and thrives was reinforced.