Two years into this company's existence and the adventure has already revealed how vital creativity is to building a brand, product and service that has a chance at resonating. What I did not necessarily expect is the sheer amount of new, unexpected approaches and fun this same creativity can yield. Neither our first gift coffee delivery vehicle (making it more efficient to deliver gifts of coffee), nor our first gifting cafe (making it easier to put a complimentary cup in one's hand) were defined components at the outset. Rather, they emanated along the way via an ample cocktail of discovery, feedback and creativity. And both really are exceedingly fun. For a startup, in business and in life itself, always look forward to the new paths and enjoyment your unbridled creativity may bring.