I don’t believe that “firms” can be creative, only the individual or individuals or teams;
I recall Robert Sternberg on creativity in Investing:
Investment Theory of Creativity
The investment theory of creativity, proposed in collaboration with Todd Lubart, holds that creativity is in large part a decision. In particular, it is a decision to buy low and sell high in the world of ideas. Creative people, like good investors, generate ideas that, at the time are viewed as novel and perhaps slightly ridiculous. The creative individuals are metaphorically “buying low.“ Then, once their ideas have gained some acceptance, the creative individuals “sell high,“ reaping the profits of their good idea and moving on to the next unpopular idea.
Creative individuals, by their nature, tend to defy the crowd. They resist merely thinking or doing what others are thinking or doing. Rather, they tend to go off in their own direction, seeking to propose ideas that are both novel and useful in some way. The greatest obstacle to creativity, therefore, often is not exactly strictures from others, but rather the limitations one places on one’s own thinking. Such limitations, however, may derive from processes of enculturation and socialization, so that it often is not clear whether restrictions on creativity are internal or, down the line, externally imposed.
Creativity is a decision in the same way investing is. People are not born creative or uncreative. Rather, they develop a set of attitudes toward life that characterize those who are willing to go their own way. Examples of such attitudes toward life are willingness to (a) redefine problems in novel ways, (b) take sensible risks, (c) “sell” ideas that others might not initially accept, (d) persevere in the face of obstacles, and (e) examine whether their own preconceptions are interfering with their creative process. Such attitudes are teachable and can be ingrained in students through instruction that encourages students to think for themselves.
Creativity comprises several different aspects: (a) abilities, (b) knowledge, (c) styles of thinking, (d) personality attributes, (e) motivation, and especially intrinsic motivation, and (f) environment. A person can have the creative ability that would allow for creativity, for example, but without a willingness to take sensible risks or an environment that provides at least minimal support for creativity, that individual’s potential creativity may be suppressed. It is thus crucially important, especially in schools, to provide an environment that allows creativity to flourish—not just in word, but also in deed. At the same time, an individual can have a creative attitude but without the skills of creativity—such as looking for reconciliation of opposing ideas and dialectical thinking—may not reach his or her full creative potential.

Key References
Sternberg, R. J., & Lubart, T. I. (1991). An investment theory of creativity and its development. Human Development, 34(1), 1–31.

To me, Creativity in Investing is part of Applied Behavioral
Finance. Look at what happened when the term “Wealth Management” was coined. A whole new industry evolved and is very widespread,, and beneficial to many. Thanks Jean Brunel