SDG has proven that creativity and analytical rigor are complementary, not contradictory. In fact, we are well known for our creativity and the creativity we engender in client organizations. We ensure the effective use of creativity by using analytics to determine where to focus attention in an effort to generate the most value. Concentrating on situations where uncertainty and risk are significant and the potential for value creation is high, we serve clients facing rapid change. In these situations, our creativity and analysis are particularly valuable because experimentation is either expensive or impractical.