The earlier mentioned Fast Company article suggests that the way to capture higher value is for creative strategists to evolve from story-tellers to story-builders, meaning they curate, participate, and add to never-ending story-lines in co-creation with the end individuals.
Besides offering historical knowledge to help build the story, Durand also had to keep in mind the game franchise's back story -- a never-ending battle between the Templars and Assassins.