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A very interesting dilemma emerges when a creative team encounters success: they are asked to keep doing exactly what they are doing rather than focusing on new things. In some companies with especially successful teams, this is known as the darker side of becoming a "Cash cow" for the business. If your team is making a lot of money, you may be asked to stop being creative and maintain the status quo. This lofty price for success can damage morale and turn an especially creative team stagnant.
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