I still don't see what "having fun" has to do with "solving customer needs": often customer needs are boring, esoteric, poorly-specified, and technically uninteresting -- exactly the opposite of the sort of thing you'd do to "have fun".
Creativity is just one way, and not necessarily the most
effective to achieve perspective shift. In fact I am increasingly
of the opinion that creativity is not a cause of innovation,
but a property of innovation processes, its something that
you can use as evidence of innovation, but not to create it.