the innovative technical expertise in which the software is written.

Other sector-related creative applications include an emotional connection in the advertising sector and the power of expression and sensitivity in the IT software sector. Terms such as 'general sponge', 'social chameleon', and 'in tune with the zeitgeist' were identified which the creative knowledge workers used to identify emotionally with their potential audience in ad making. From the IT software perspective, creative knowledge workers used a 'sensitivity' creative