I write about it a lot, and talk about it all the time with clients. Being creative is possibly one of the most important aspects of success in the sales profession.
Listen to my interview with Clayton Shold of Salesopedia here, on why creatvity is important - no matter what you sell. I talk about some resources so that you don't just hear it, but you can actually take the next steps and do something about a lack of creativeness in your daily routine.
Check out some of my favorite books on creativity (see page 4 of the store) that have helped me in selling.