Facebook has 500 million users. Why?
I think creativity drives growth. On FB there are hundreds of opportunities to differentiate yourself and stimulate the right side of your brain. For example, there are interactive games that require strategy to play. There are photos to post and comment on like visiting an art gallery. Because your friends will read your comments, you want to be colorful when you write.
Look at any growth sector and see if growth was the result of creativity. For example, Amazon.com sells books. But Amazon also sells space and the opportunity to create your own book for publication. Behind the growth of a sector you will find that creativity was the driving force.