top-30 business school definition of "creative"

(February 26, 2005) — Ready to hop aboard the Kodak Spirit of Ontario? Maybe the Xerox Breeze? Or even the Wegmans Ferry? Some city leaders are floating the idea of selling naming rights to the Spirit of Ontario as a way to offset public investment in the high-speed ferry. ... "It's actually a pretty creative idea," Mark Zupan, dean of the University of Rochester's William E. Simon Graduate School of Business Administration, said about the proposal. "It's a pretty unique form of advertising."

Our definitions of "creative" and "unique" clearly differ.