I think we’re missing a business category.

If you try to search for creative industries or companies, you’re probably going to find a list of marketing firms. Try looking for arts-based businesses, and you’ll find yourself on the South Carolina Arts Commission website full of individual painters, sculptors, and theater performers.

But if you’re looking for companies where the founders’ creativity fuels and defines the business, that’s harder to find. Instead, it’s usually something you encounter, something you sense while you’re doing business with them. How do you Google that?

More importantly, how do you build that?

You can start by taking notes from Marco Suarez, one of the cofounders of Methodical Coffee. His background as a designer has informed everything you see in their products and cafes—and many of the things you don’t see.

There’s no defined category for that: companies where creativity is not just what they do, but how they do it. But founders are out there making it happen.