People on the business end of the creative process need to define desired outcomes that describe audience and value. And as they are likely not developing solutions themselves, they need to be completely feet-off the solution pathway, unless specifically invited to step in.
Tobias Mayer • The People's Scrum: Agile Ideas for Revolutionary Transformation
We believe major human efforts need a creative director. Not because it needs good typefaces, but because the counterforces of the effort’s image are simply too high to not have one.