Born in Silicon Valley and for three decades since, Creative’s identity has been shaped by forces both challenging and dynamic. Earning a reputation of excellence while providing close support to IBM south San Jose, Creative spent its early years building production-line tooling for disk drive products that were not only the best in the world, but also more exacting and demanding over time. The experience taught us something about ourselves and about the world beyond disk drive. That is, when you think you’ve done it well — think again. Today’s best products may soon be left desiring in terms of tomorrow’s next efforts. We see our role through this lens. That with every job run, there’s something else yet possible to improve.