Making creative expertise a lasting part of your company means more than just hiring a few designers. You also have to retain, direct, and eventually promote them — something that managers from other backgrounds can find daunting. Recommendations often fall into tired caricatures: creatives are temperamental, they demand constant stimulation, they should be indulged. Creative professionals do fare better when they’re given flexible schedules, meaningful work, and license to fail — but then, so do the rest of us.