It’s no secret that creativity is a valuable asset. This country was built on the creativity and innovation of countless artists, politicians, scientists and entrepreneurs. Yet, still, many business people are unwilling to invest in the creative professionals that could bring their business to center-stage. Why is this? Well, the short answer is, it’s complicated.

Creatives Can Be Difficult

Creative people often get a bad rep, and this isn’t always unfair. Many creative people are inherently less stable or reliable than their non-creative counterparts. Often they are perpetually unsatisfied and while this quality makes them perpetually innovative and fuels their creativity, it can also make them difficult employees. That lightning-in-a-bottle sometimes gets out of the bottle. Then you’ve got lightning in the office and you have to wear rubber shoes. The thing is, you can’t put a dollar value on creativity. It’s this magical combination of knowledge and novelty that makes businesses stand out.

Foster a Conducive Environment

There are many ways to handle creative employees that will make them feel comfortable, productive and respected and that won’t make a dent in your profits. You’ll need to get to know your employees before you can meet their creative needs. Some creative types need to listen to music while they work while others need complete silence. Try to accommodate the needs of your creatives as best you can without infringing on the needs of everyone else. Showing your employees that you genuinely care about their job satisfaction will foster an attitude of mutual appreciation and trust, vital for any successful employer/employee relationship.

Go Over the Rules

When you’re interviewing potential creatives, be clear about what you expect of them. In many cases, creative people are excellent workers who respect the business environment and who will do their best to be model employees. If the individual is not one of these exemplary creatives, being clear and straightforward about your expectations will let him know you’re not going to put up with errant behavior. Make a clear policy regarding days off and productivity and put it in writing. That way, if it doesn’t work out, you’ll be protected.

Be Flexible

For some creative people, the traditional 9-5 work day is not the best arrangement. Maybe they do their best work at night, or simply can’t think straight at 2 PM. Whatever the reason, if you trust the person to get work done (or base your evaluations on results) you can afford to be flexible about hours. If you have an office that’s open at non-traditional hours, offer the employee the freedom to choose when she works. If not, consider allowing her to work from home some of the time. In the end, the most important thing is that you get the creative output you pay for.

Focus on Results

In the end, the more creative a business is, the more people will take notice. Consider hiring creatives in several different capacities—from graphic design to marketing. Thinking outside the box means you get to do things first. You set the bar for your competition and you get ahead, every time. The more creativity you have on your team, the faster you will be able to adapt to new marketplace variables and the better equipped you will be to ride the wave of public opinion.