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In the face of disruption, marketers and strategists often identify innovation as the antidote to mitigate the upheavals wrought upon by disruption. And for innovation to thrive in an organisation, creativity is key. However, creative spaces are hard to find in many businesses. We hear exclusively from Tzy Horng Sai, Director of Julie’s Biscuits, about how businesses, especially small and medium-sized ones need to intentionally create this space and protect it like a shrine. Specifically, he shows how Julie’s Biscuits uses humour as a key strategy to develop and sustain creativity within the organisation.