"Being creative is just not enough"

Doreen Lorenzo, is the president of Frog Design, an innovation firm.  She has the following thoughts regarding hiring:

There's a certain personality you look for, because the business changes so rapidly and moves so fast.  As I always say, "Jump on the train, it doesn't stop."  So you're looking for people who are, obviously, very talented, very smart, who like process but understand that process has to change, and who are very eclectic in their thoughts and are passionate.  I took for people who have the sensibility.  They come from diverse industries.  They have conquered something.

They have to be very articulate, because in our business you have to explain complicated ideas.  Let's say a designer presents something to a client, and the C.E.O. asks, "Well, why did you choose that?"  You don't want somebody to say, "I don't know - - because it's cool."  You need somebody who can really explain why you're doing what you're doing.  Being creative is just not enough.