Historically, managers in large private and public enterprises like to consider (and portray) themselves as hard-headed businesspeople -- no frills, straight to the point. For most of the history of IT, this line of thinking has dominated. However, the Web changed that. Success on the Web has caused many organizations to rethink how they use technology, especially how they can reach people who are not technology-oriented. The emergence of the creative class has given one more reason that organizations need to look at their information systems.