Ideally, you want both in your business. Apple is the master of combining these attributes (or at least it was whilst Jobs was around.) It changes the game whenever it launches a new product, whilst the Tim Cooks of the world gives it a virtually unrivalled competitive advantage in logistics (a fundamentally process-driven world). The combination of creativity and process made Apple the most valuable company in the world.
For more on understanding the advantages of these respective areas, see my post on value creation vs value capture.