Challenge

Following Inter Milan's victory over Bayern Munich I was intrigued by rumors about manager José Mourinho suggesting that he would be leaving the club and moving on to manage Real Madrid.
In the normal course of events you might imagine that a person would not want to throw away this pinnacle of success but keep going with a reputation and a winning formula.

By contrast, Mourinho, in his often oblique way, has talked of fresh challenges. "When I win I don't stop and here [in Italy] I have won everything. I've won the Champions League with two clubs and I can do it with three," he reflected on Saturday night.

link: BBC - Phil Minshull’s Blog: Is Mourinho making a Real mistake?

In perhaps a tenuous way this has undertones of "Creative Destruction" and the need to continually be reinventing.

This is an important element of the creative process and another reason that it has to be part of a companies culture, as opposed to a one time event.