Why nurture and encourage creativity only in the products you create? Why only reward creative thinking for employees in creative roles?
Creative thinking should be encouraged in all areas of the company: how vacations are booked, how coffee breaks are taken, how work is assigned, how teams are seated, how progress is reported … all employees should be given a chance to demonstrate creative problem solving whether they are the office manager, the receptionist or the book keeper.
Lead the way and suggest creative improvements everywhere, generously and without stepping on toes or expecting anything in return. If you are successful others will follow your lead and you will be astonished at what they come up with and delighted by how much workflows are improved.